附加费用定价方式与调节导向对消费者在线冲动性购买行为的影响  

The Impact of Additional Cost Pricing and Regulatory Fit on Online Impulse Buying Behavior

作　　者：姜珊珊[1] 杨光煜[1] 

机构地区：[1]天津财经大学商学院,天津300222

出　　处：《价格月刊》2015年第6期17-21,共5页

摘　　要：引入心理学中调节匹配理论,研究两种不同调节导向的消费者在面对两种不同的附加费用定价方式(即整合价与分离价)时,对其在线冲动性购买行为的最终影响。结果显示:附加费用定价方式与消费者调节焦点一致时,对中介变量冲动性购买倾向产生正向积极影响,且冲动性购买倾向对最终的在线冲动性购买行为有正向积极影响。This paper bring into The theory of regulatory fit to discuss when the two different kinds of consumers are fac- ing two different kinds of additional cost pricing（integration pricing and separate pricing）,how they behave. The results show that when additional cost pricing fit cimumer＇s regulatory focus, the impact to impulse buying tendency is positive,furthermore,im- pact on impulse buying behavior is positive.

关 键 词：调节导向 附加费用定价方式 整合价/分离价 冲动性购买倾向 冲动购买行为 

分 类 号：F713.5[经济管理—市场营销]