零售价格框架对消费者价差退货的影响研究  

Research on the impact of retail price framework on consumer price difference return

作　　者：苏敏[1] SU Min(Youth College of Political Science,Inner Mongolia Normal University,Hohhot,Inner Mongolia 010050)

机构地区：[1]内蒙古师范大学青年政治学院,内蒙古呼和浩特010050

出　　处：《价格月刊》2021年第6期27-33,共7页

基　　金：内蒙古教育厅党的十八大精神研究重点专项课题“内蒙古社区管理创新问题研究”(编号:NJZX30)。

摘　　要：以价格框架效应为基础,从认知闭合需要视角出发,探讨零售价格框架对消费者价差退货产生影响的作用机理。结果表明:零售价格框架中的整合价格框架对消费者价差退货具有显著作用,分离价格框架对消费者价差退货影响并不显著。认知闭合需要对消费者价差退货具有显著影响,且在零售价格框架对消费者价差退货影响中具有显著中介作用。研究结论为零售企业如何通过价格框架降低消费者价差退货提供了新思路。Based on the effect of price framework and from the perspective of cognitive closure need,this paper explored the effect mechanism of the retail price framework on the consumer price difference return.The results show that the integrated price framework in the retail price framework has a significant effect on consumer price difference return,while the separate price framework has no significant effect on it.Cognitive closure need has a significant impact on consumer price difference return,and plays a significant mediating role in the impact of retail price framework on consumer price difference return.The research conclusions provide new idea for how retail enterprises can reduce consumer price difference return through the price framework.

关 键 词：零售价格框架 整合价格框架 分离价格框架 价差退货 认知闭合需要 

分 类 号：F726[经济管理—产业经济]