中国零售环境下参考价格影响因素的初步研究--以家用电器产品为例  

A Study on the Factors Influencing Customers' Reference Price in the Context of Chinese Retailing:A Case of Electrical Appliances

作　　者：庄贵军[1] 王丽娟[2] 

机构地区：[1]西安交通大学管理学院,陕西西安710049 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《商业经济与管理》2008年第6期41-49,共9页Journal of Business Economics

基　　金：国家自然科学基金项目资助(70121001);教育部“新世纪优秀人才支持计划”资助(NCET-06-0853)

摘　　要：文章以参考价格的研究文献为理论基础,在中国零售环境下针对家电产品研究了影响消费者参考价格形成的一些因素。研究结果显示:在中国零售环境下针对家电产品,消费者的参考价格指数:与产品或品牌的售价正相关;与现场其他产品或品牌的相对价格负相关;在消费者购买高价产品时,与消费者对品牌的喜好正相关;在消费者购买低价产品时,与消费者的价格搜寻活动正相关;与需求紧迫性无显著相关关系。此外,年龄、学历和月收入都对消费者的参考价格指数有影响。Based on the literature of reference price, this paper examines the factors influencing customers＇ reference price over electrical appliances in the context of Chinese retailing. It is found that the reference price index of a product or brand is positively related to its price, negatively related to the prices of other products or brands in a store, positively related to consumers＇ preference for a brand when the consumers are buying higher value products, and positively related to customers＇ price search when the consumers are buying lower value products. Finally,urgency in need does not have significant impact on customers＇ reference price. In addition, age, education, and monthly income of customers all have some impact on their reference price index of a product or brand. Finally, we have a discussion about these findings.

关 键 词：参考价格 参考价格指数 中国零售 家用电器产品 

分 类 号：F713.50[经济管理—市场营销]