下沉市场消费者认知吝啬对价格敏感度影响研究——群体规范的调节效应  

Research on the Effect of Consumer's Cognitive Miserliness on Price Sensitivity in Sinking Market-The Moderating Effect of Group Norms

作　　者：卢宏亮[1] 沈慧慧 LU Hong-liang;SHEN Hui-hui(Northeast Forestry University,College of Economics and Management,Harbin,Heilongjiang 150040,China)

机构地区：[1]东北林业大学经济管理学院,黑龙江哈尔滨150040

出　　处：《贵州财经大学学报》2022年第6期87-97,共11页Journal of Guizhou University of Finance and Economics

基　　金：中央高校基本科研业务项目“基于信息不对称情境信号表达视角的生态产品绿色溢价市场实现机理研究”(2572021DF01);黑龙江省博士后科研启动项目“移动互联背景下黑龙江省农村居民消费现状、升级及支持政策研究”(LBH-Q18007)。

摘　　要：下沉市场消费者的价格敏感度是各企业制定营销策略的重要依据。通过分析消费者认知吝啬对价格敏感度的影响及感知价值的中介作用,以及参照群体规范对感知价值中介效应的调节效应,结果发现:认知吝啬负向影响价格敏感度,并通过功能价值和社会价值的中介作用对价格敏感度产生负向影响。参照群体规范影响调节社会价值在认知吝啬和价格敏感度之间的中介效应,但对功能价值的中介效应没有调节作用。基于此,深耕下沉市场的企业应当重新审视下沉市场,改变其对下沉市场价格敏感度高的刻板印象,同时提高自身产品质量,利用已有社交渠道改变消费者感知价值,维持消费者留存以及重复购买。The price sensitivity of consumers in the sinking market is an important basis for enterprises to make marketing strategies for them.This paper analyzes the effect of consumers'cognitive miserliness on price sensitivity and the mediating effect of perceived value,as well as the moderating effect of group norm on perceived value.The results show that cognitive miserliness negatively affects price sensitivity,and negatively affects price sensitivity through the mediation of functional value and social value.Reference group norms moderated the mediating effect of social value on cognitive miserliness and price sensitivity,but did not moderate the mediating effect of functional value.Based on this,enterprises deeply engaged in the sinking market should re-examine the sinking market,change the stereotype of high price sensitivity to the sinking market,improve the quality of their own products,use existing social channels to change the perceived value of consumers,and maintain the retention and re-purchase of consumers.

关 键 词：下沉市场 认知吝啬 价格敏感度 群体规范 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]