体验与实物商品价值评估中消费者价格线索敏感性的非对称效应  

Asymmetric Effects of Consumers’Sensitivity to Price Cues in the Evaluation of Experiential and Material Product

作　　者：李佳楠 金晓彤[1] 赵太阳[2] 姚凤 Li Jianan;Jin Xiaotong;Zhao Taiyang;Yao Feng(School of Business and Management,Jilin University;School of Philosophy and Sociology,Jilin University)

机构地区：[1]吉林大学商学与管理学院 [2]吉林大学哲学社会学院

出　　处：《南开管理评论》2024年第8期135-147,共13页Nankai Business Review

基　　金：国家自然科学基金项目(72372053、71902069);教育部青年基金项目(23YJC630250)资助。

摘　　要：价格是消费者评估商品价值时所参考的一个重要线索,然而已有价格线索与价值推断的研究主要关注有形的实物商品,忽略了无形的体验商品。本研究基于可评估理论,探究消费者在体验商品与实物商品价值评估中价格线索敏感性的非对称效应。研究发现:消费者对实物商品的价格线索敏感性更高,而对体验商品的价格线索敏感性更低(实验一、二、三)。其原因在于,消费者在评估实物商品时更倾向于采用以计算为主导的价值评估策略,从而对具有量化特征的价格线索敏感性更高,而在评估体验商品时更倾向于采用以感觉为主导的价值评估策略,从而对具有量化特征的价格线索敏感性更低(实验四);单独与联合评估模式在以上效应中起边界条件的作用,相比于单独评估模式,联合评估模式会削弱体验与实物商品价值评估过程中价格线索敏感性的非对称效应(实验五)。Prices serve as a pivotal cue for consumers to evaluate commodity values.For instance,consumers can infer various commodity values,such as safety,quality,healthfulness,and status,based on price cues and make purchasing decisions accordingly.However,prior research on price cues and value evaluation has predominantly focused on tangible material products,neglecting intangible experiential products.Whether consumers’value evaluation of intangible experiential products will follow the similar rules has not been fully studied.To fill this gap,this research compares the differences in consumers’evaluation of experiential products and material products and proposes that there is an asymmetric effect of consumers’sensitivity to price cues in the evaluation of experiential and material product.This research adopts a rigorous experimental design involving five studies,systematically varying the evaluation contexts,manipulation methods,and materials to test four core hypotheses.Study1,Study 2,and Study 3 comprehensively utilized indices of instrumental value and emotional value to examine the main effect of product type on consumers’sensitivity to price cues.Based on the establishment of the main effect,Study 4 tested the mediating effect of evaluation process and ruled out alternative explanatory mechanisms related to the difficulty of the value evaluation task.Study 5 examined the moderating role of evaluation mode,further revealing the boundary conditions of the main effect.The findings consistently reveal that consumers exhibit higher sensitivity to price cues when evaluating material products compared to experiential products.This asymmetry arises because consumers are more inclined to utilize calculation-based evaluation process when evaluating material products,thus being more sensitive to quantifiable price cues.Conversely,for experiential products,consumers lean towards a feeling-based process to evaluate values,resulting in lower sensitivity to price cues.Further analysis indicates that evaluation mode—s

关 键 词：体验与实物消费 价值评估策略 单独与联合评估模式 价格线索敏感性 可评估理论 

分 类 号：F713.55[经济管理—市场营销]