数字偏好、尾数定价与线上非对称价格黏性  

Number Preference,Mantissa Pricing and the Online Asymmetric Price Stickiness

作　　者：严玉珊 YAN Yushan(School of Business,Renmin University of China,Beijing 100872,China)

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《商业经济与管理》2020年第12期15-27,共13页Journal of Business Economics

基　　金：国家社会科学基金一般项目“发挥居民消费推动传统产业转型升级的基础性作用研究”(20BJY101)。

摘　　要：文章基于京东、苏宁、国美、天猫四家电商经营的六大类家电的价格数据,分析了数字偏好、尾数定价对中国线上市场价格黏性的非对称性的影响效应。研究发现,中国线上市场确实存在明显的数字偏好现象,具体有数字"0""8""9",其中数字"9"为最受欢迎的尾数。基于Logit模型进一步发现:数字"0""8""9"对于产品价格变化存在非对称的影响作用;随着数字"0""8""9"结尾的位数越多,其阻碍价格变化的能力越强,非对称的影响作用也越加明显;若产品价格提高,以偏好数字结尾会显著降低价格变化的可能性;节日效应会显著削弱由偏好尾数给价格变化带来的负向阻碍作用,甚至成为加快价格上涨的一个重要因素。Based on the price data of six categories of home appliances operated by JD,Suning,Gome,and Tmall,this paper analyzes the effect of digital preference and mantissa pricing on the asymmetry of price stickiness in China’s online market.The study finds that there is indeed a significant number preference phenomenon in China’s online market,specifically the numbers"0","8"and"9",of which the number"9"is the most popular mantissa pricing.Based on the Logit model,it is further discovered that the numbers"0","8"and"9"have an asymmetric effect on product price changes.With the more"0","8"and"9"end numbers,its ability to hinder price changes becomes stronger,hence the more obvious the asymmetric effect.As product prices increase,the preference end numbers will significantly reduce the possibility of price changes.Holiday effects will significantly weaken the negative hindrance to price changes brought by the preferred mantissa,and holiday effect has even become an important factor in accelerating price increases.

关 键 词：数字偏好 尾数定价 价格黏性 非对称性 

分 类 号：F014.31[经济管理—政治经济学]