先收费后服务对消费者心理的影响  

The Effects of Counter- Norm Prepayment Strategy on Consumer Psychology

作　　者：涂荣庭[1] 韦夏[2] 

机构地区：[1]北京大学光华管理学院,北京100871 [2]深圳大学管理学院,广东深圳518060

出　　处：《商业研究》2013年第10期50-59,共10页Commercial Research

摘　　要：收费时机是定价策略的一个重要组成部分,企业采用先收费的定价策略容易忽略消费者的感受,对品牌关系、态度及行为、甚至对企业的长期利益都可能带来不利影响。本文探讨了先收费对消费者心理的影响机制,并从消费者和企业关系规范的角度提出先收费具体契合哪种社会规范,发现当先收费不符合预期惯例时,消费者的感知风险提高、感知价值(包括感知体贴和感知信任)受损,且便利感受下降,进而影响其态度和行为意愿。所以,先收费被更多地认为是传递了企业想要与消费者建立交易型关系而非互惠型关系的信号。The charging timing is an important part of pricing strategy. Enterprises adopting the prepayment pricing strategy is easy to ignore the consumers feelings, which may bring adverse effect on brand relationship, attitude, behav- ior, and even the long - term interests of enterprises. This paper discusses the prepayment influence mechanism to the consumer psychology, and proposes prepayment specifically fit what kind of social norms from the point of relationship between consumers and enterprises; when prepayment does not match the expected usage, the consumer perceived risk increases, and perceived value （including the perception to improve tenderness and perceived trust） is damaged, and convenient feeling goes down, and then influences the attitude and behavior intention. So, prepayment is more think passing a signal that enterprises want to establish business relationship with the consumer rather than reciprocity relation.

关 键 词：先收费 社会规范 关系类型 

分 类 号：F274[经济管理—企业管理]