右数价格围绕“5”变化对消费者价格接受度的影响  

Effect of the Last Digit's Change in the Price around "Five" on the Acceptation Level of Consumers

作　　者：王昀瓒 龙芳芳[1] 

机构地区：[1]浙江师范大学,金华321004

出　　处：《心理技术与应用》2016年第1期28-40,共13页Psychology(Techniques and Applications)

摘　　要：本研究探讨了在右数价格围绕"5"变化(价格左边的数字不变,右边的数字分为5以下的变化、跨5的变化、5以上的变化)的条件下,以及在不同的消费者人格特质(认知需求及模糊容忍度)和右数绝对距离(间隔2、间隔3)的条件下,对消费者产生不同的价格接受度的影响。本研究采用实验法得到以下结论:(1)右数价格围绕"5"的变化对消费者价格接受度有显著的影响;(2)消费者最容易接受的是5以上的涨价,其次是5以下的涨价,最难接受的是跨5的涨价;(3)右数价格围绕"5"的变化在右数绝对距离改变(间隔2元、间隔3元)的条件下,对消费者接受度有显著的交互作用;(4)间隔2元时,右数价格围绕"5"的变化对消费者接受度的影响要比间隔3元时显著;(5)右数价格围绕"5"的变化在不同消费者人格特质的条件下,对消费者接受度交互作用不显著。This study explored how the change of the last digit in the price, including the change under 5, crossing 5 and above 5 （ ie. ￥12→￥14,￥14→￥16, ￥16→￥18）, affects the acceptation of consumers with different personal characteristics （cognitive needs and ambiguity tolerance） , as well as under different absolute intervals of the last digit （2 or 3）. Through experimentation methodology, the results were concluded as follows： 1. The change of the last digit in the price, including the price rise under 5, crossing 5 and above 5, has significant effects on the acceptation of consumers ; 2. Consumers having highest acceptation level when the price at the last digit above 5 rises, then following the price rise below 5. The price rise crossing 5 is the hardest to be accepted . 3. The change of the last digit in the price has significantly interacted effects on the acceptation level of consumers when the absolute intervals of the last digit changes. 4. In the circumstance with an absolute interval of 2, the change of the last digit in the price has a more significant effect than that of the interval of 3. 5. The change of the last digit in the price has no significantly interacted effects on the acceptation level of consumers, under the condition of different cognitive needs and ambiguity tolerance.

关 键 词：右数价格 临界点“5” 价格认知 消费者人格特质 心理定价 

分 类 号：B849[哲学宗教—应用心理学]