随机立减策略对购买意愿的影响:锚定效应与价格公平感知的作用  

The Impact of Random Discount Tactics on the Intention to Buy:Roles of Anchoring Effect and Price Fairness Perception

作　　者：谢纯雅 张恩忠[1] 孙文文 Xie Chunya;Chang En-Chung;Sun Wenwen(Renmin Business School,Renmin University of China,Beijing 100872,China)

机构地区：[1]中国人民大学商学院市场营销管理系,北京100872

出　　处：《外国经济与管理》2022年第10期70-86,共17页Foreign Economics & Management

基　　金：国家留学基金(202006360159)。

摘　　要：随机立减是企业向消费者提供的一种不确定形式的现金折扣,指消费者会基于事先设定的概率因素获得不同金额的折扣。根据呈现的折扣范围不同,随机立减具有不同的策略。文章基于锚定效应和价格公平感知理论,构建了随机立减策略与购买意愿间的影响模型。研究发现:消费者优先以折扣上限作为参考系,呈现折扣上限比呈现折扣下限引起更高的价格不公平感知,使得呈现折扣上限的随机立减模式比仅呈现折扣下限的随机立减模式引起更低的购买意愿;在引入额外参考系后,消费者会以其他消费者获得的折扣金额为参考,使得购买意愿重新提升。本研究在一定程度上弥补了随机立减领域的研究空缺,拓展了价格促销领域的研究范围,并对锚定效应和心理参考系问题的研究进行了重要补充,也有助于指导企业进行更为有效的随机立减策略设计。Random discount is an uncertain mode of cash discount provided by companies to consumers,which refers that consumers receive different amounts of discounts based on pre-set probability factors.As a special form of uncertain discount,random discount is quite different from the traditional price promotion and seldom discussed by researchers.According to the different discount ranges presented,there are different tactics of random discount.Providing a lower bound of discount amount(e.g.,“5 yuan can be saved at least”),providing an upper bound of discount amount(e.g.,“50yuan can be saved at most”),and providing both an upper bound and a lower bound(e.g.,“5 yuan to 50yuan can be saved at random”)are three common tactics of random discount.Different random discount tactics mean that consumers may take the lower bound,the upper bound,or the discount amount received by other consumers as a reference and compare the discount amount they receive with the reference.Will such a comparison affect consumers’price fairness perception?Marketers urgently need to know whether these different random discount tactics will lead to different marketing effects.Therefore,based on the anchoring effect and the price fairness perception theory,this paper constructs a relationship model between random discount tactics and the intention to buy.The results of the three experiments show that different random discount tactics have a different impact on the intention to buy.Firstly,consumers take the upper bound of discount range in priority when choosing reference,and the tactic of showing upper bound leads to a lower intention to buy compared to the tactic of showing lower bound.Specifically,consumers take the upper bound of discount range as a reference and compare the discount amount they receive with the reference,which reduces the price unfairness perception and leads to a lower intention to buy.Secondly,even when the actual discount amount received by consumers in the upper bound condition is higher than in the lower bound c

关 键 词：随机立减 锚定效应 价格公平感知 购买意愿 

分 类 号：F270[经济管理—企业管理]