附属产品促销定价对消费者价格评估的影响:产品涉入度的调节作用  

The Impact of Promotion Price on the Valuation of Offer Price:The Moderating Effect of Product Involvement

作　　者：张锋[1] 邹鹏[1] 于渤[1] 

机构地区：[1]哈尔滨工业大学经济与管理学院,哈尔滨150001

出　　处：《管理评论》2016年第10期141-152,共12页Management Review

基　　金：国家自然科学基金项目(71272174;71672047)

摘　　要：在消费者购买其他产品时,将新产品作为附属品免费赠送或低价出售是新产品推广的常见方法。但是价值折扣理论指出,这种搭配促销的负面效果是消费者愿意为附属产品单独销售时支付的价格会降低。基于锚定理论和产品涉入度理论,本研究认为对不同涉入度的附属产品,其定价方式对消费者价格评估的影响机制是不同的。通过自然实验检验价格信息和产品涉入度对消费者价格评估的影响。结果显示,对于低涉入度的附属产品,当其低价出售,消费者会根据附属产品在促销中的低价来估计其正常价格。当附属品免费赠送给消费者,消费者对附属产品的估价会与主产品相称,低涉入度产品免费赠送的搭售策略相较于低价的搭售能使消费者愿意支付更高的价格。对于高涉入度附属产品这一效应不显著。Conditional promotion offers a product for free or for a low,discounted price along with a required purchase. Value-discounting theory suggests that the extent to which consumers infer that the cost of the free product is low,their willingness to pay for it as a stand-alone product is likely to be low once the promotion is retracted. Based on anchoring theory and selective accessibility theory,however,we claim that how promotion price impacts the valuation of offer price depends on the extent of product involvement. The authors examine the impact of price information and the product involvement on the valuation of offer price by field experiment conducted at a store chain. The results show that,for low involve product,the product on promotion price is used as a natural anchor for value estimation. However,when the product is highly involved,consumers are less likely to consider the value of the product and are influenced by anchors such as the price of the focal purchase. Neither free offer nore low price devalue the offered.

关 键 词：促销定价 产品涉入度 锚定效应 价值折扣 

分 类 号：F713.3[经济管理—产业经济] F274