参照点视域下产品规格与消费者心理价格的关系研究  

Relationship between Product Specifications and Consumer's Psychology Prices from the Reference Point of View

作　　者：吴长亮[1] 

机构地区：[1]郑州大学,河南郑州450001

出　　处：《首都经济贸易大学学报》2014年第6期92-95,共4页Journal of Capital University of Economics and Business

摘　　要：针对消费者对同一品牌产品的不同规格之间的选择过程,通过实验验证了在规格方面,消费者存在着参照依赖,但是没有呈现出显著地敏感度降低和损失避免效应。消费者的价值判断曲线和产品成本曲线不是同步同类型的,因此可以结合具体产品,通过计算得到最佳规格。This research focuses on consumers＇ selection process on the same brand products of different specifications, and proves that in terms of specifications, consumers rely on the existence of reference, but does not exhibit significantly reduced sensitivity and avoiding loss effect. The value judgments curve and product cost curve of consumers are neither synchronous nor of the same type, therefore, best specifications can be calculated combined with the specific product. In addition, consumers show framing effect on comprehension aspect to the description of different specifications.

关 键 词：产品规格 最佳规格 框架效应 心理价格 

分 类 号：F713.55[经济管理—市场营销]