在线交易中认知需要对整合价与分离价感知的影响  

Effect of Need for Cognition on Perception of Combined versus Partitioned Pricing in Online Transaction

作　　者：李四兰[1,2] 景奉杰[1] 

机构地区：[1]华中科技大学管理学院,武汉430074 [2]武汉科技大学国际学院,武汉430081

出　　处：《管理科学》2011年第3期75-85,共11页Journal of Management Science

基　　金：国家自然科学基金(70772055)~~

摘　　要：整合定价和分离定价是目前在线交易中普遍使用的定价策略。以224个大学本科生被试,将实验情景控制为回忆驱动和刺激驱动两种信息感知模式,通过两个2×2情景实验,探讨在不同的信息感知模式下,面对整合定价和分离定价两种不同的价格表述框架时,认知需要不同的消费者对产品的价值感知和购买意向的差异。研究结果表明,在回忆驱动下,高认知需要的消费者在整合定价时比分离定价时对产品有更高的价值感知和购买意向,而低认知需要的消费者在两种定价策略下没有显著差异;在刺激驱动下,高认知需要的消费者在分离定价时比整合定价时对产品有更高的价值感知和购买意向,低认知需要消费者则正好相反。该结论对营销管理具有现实意义,营销者可根据广告媒介和目标顾客的不同来选择整合定价和分离定价。Combined and partitioned pricing are two pricing strategies widely used by online sellers.The empirical study chose 224 undergraduate subjects to investigate the perceptions of offer value and buying intentions of consumers with different need for cognition（NC）.It controlled the experimental scenarios under two types of information perception model——recall-driven and stimulus-driven.Through two 2×2 scenario experiments,the results show that consumers have different perceptions of off value and buying intentions when they are facing two different pricing frames——combined and partitioned pricing.When perception of information model is recall-driven,high-NC consumers have higher perception of offer value and buying intentions to combined pricing products than partitioned ones,while there is no significant difference for low-NC consumers.When perception of information is stimulus-driven,high-NC consumers have higher perception of offer value and buying intentions to partitioned pricing products than combined ones,but it is reverse for low-NC consumers.The results have significant implications to marketing management.The marketers should choose combined pricing or partitioned pricing according to the different advertising media and target customers.

关 键 词：整合价和分离价 价值感知 购买意向 心理账户 框架效应 

分 类 号：F713.5[经济管理—市场营销]