试用服务定价策略对消费者购买意愿的影响研究  

Research on the Impact of Trial Service Pricing Strategy on Consumers’Purchase Willingness

作　　者：贾培培 李东进[2] 张宇东[3] JIA Peipei;LI Dongjin;ZHANG Yudong(Business School,Henan University of Science and Technology,Luoyang 471000,China;Business School,Nankai University,Tianjin 300071,China;Business School,Jiangxi Normal University,Nanchang 330022,China)

机构地区：[1]河南科技大学商学院,河南洛阳471000 [2]南开大学商学院,天津300071 [3]江西师范大学商学院,江西南昌330022

出　　处：《财经问题研究》2025年第3期116-128,F0003,共14页Research On Financial and Economic Issues

基　　金：河南省软科学项目“数字经济背景下河南省网络营商平台试用类型对消费者隐私决策的影响研究”(252400411170);河南省哲学社会科学规划项目“沉浸式消费新情景下试用定价策略对居民消费和释放内需的影响研究”(2024CJJ198)。

摘　　要：本文以顾客参与新趋向为背景,基于积极心理学理论和自主决策理论,构建实现型快乐感框架模型,试图探索顾客参与情景下试用服务定价策略对消费者购买意愿的影响,以及实现型快乐感的中介效应和卷入度的调节效应,并采用实验研究法进行验证。研究结果表明,试用服务会对消费者购买意愿产生正向影响,然而付费试用服务会使消费者购买意愿和实现型快乐感更为强烈。同时,卷入度在试用服务定价策略对消费者购买意愿和实现型快乐感的影响中起调节效应,实现型快乐感在该过程中起中介效应。这些研究发现不仅为深化和拓展试用服务定价策略理论体系及其适用边界提供了新视角,而且对于消费者体验和企业营销具有重要的实践意义。对消费者而言,能够帮助其依据自身特征选择合适的试用策略,提升消费幸福感。对企业而言,可制定差异化试用服务定价策略,提升营销效率和竞争力,更好地满足市场需求。本文研究结论也为政府相关部门的监管工作及市场环境的优化提供了重要借鉴。In the changing market environment,customer participation scenarios have shown a new development trend,becoming the core driving force for reshaping the marketing strategy landscape of enterprises and influencing consumer purchasing decisions.The pricing strategy of trial services,as an effective marketing strategy in customer participation scenarios,has attracted much attention for its impact on consumer purchase willingness.However,there is still insufficient research on how the pricing strategy of trial services affects consumer purchase willingness,especially in the field of paid trials.Against this background,this study focuses on the key issue of trial service pricing strategy in the context of customer participation,aiming to systematically explain the impact mechanism of free and paid trial services on consumer purchase willingness.This study utilizes an experimental research method and designs three experimental scenarios career planning guidance course services,pottery DIY production services,and gym membership card fitness services.It simulates the pricing strategy of free and paid trial services in reality,recruits some consumers as participants,and randomly assigns them to different experimental and control groups.It conducts three sets of experiments in sequence,and observes and records key indicators such as consumer purchase willingness,eudaimonia,and involvement.In the control of experimental conditions,except for key variables,other factors are manipulated to maintain consistency to ensure the reliability of experimental results.The experimental results indicate that customer participation in trial services has a positive impact on consumer purchase willingness,while paid trial services make consumer purchase willingness and eudaimonia stronger.Meanwhile,involvement plays a moderating role in the impact of the pricing strategy of trial services on consumer purchase willingness and eudaimonia.The innovation of this study lies in the integration of multidisciplinary theories and the construction o

关 键 词：试用服务定价策略 消费者购买意愿 免费试用服务 付费试用服务 

分 类 号：F713.36[经济管理—产业经济]