促销形式对消费者参考价格的影响被引量：3

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摘要参考价格对消费者购买具有重要的影响作用,且参考价格的形成受到诸多因素的影响,促销形式就是其中之一。文章将促销形式作为消费者参考价格的影响因素,深入探讨了两种不同的促销形式,即整店促销与单品促销对消费者的内部参考价格的影响。研究结果显示:在整店促销与单品促销两种不同促销形式下,消费者的内部参考价格中的愿意支付价格和合理价格存在显著性差异,且整店促销的形式下较单品促销形式的参考价格更低;同时还发现,消费者的介入程度及价格敏感对消费者参考价格存在显著的调节作用。

作者曾宇容乐为赵峰

机构地区中国计量学院经济与管理学院

出处《统计与决策》 CSSCI 北大核心 2012年第17期56-59,共4页 Statistics & Decision

基金浙江省自然基金资助项目(Y6090373) 浙江省标准化与知识产权管理人文社科重点研究基地自主立项课题(SIPM2105)

关键词促销形式参考价格介入程度价格敏感度

分类号 F713 [经济管理—产业经济]

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参考文献11

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