【摘要】 通过问卷调查研究分析对于低价产品,在8.8折与5折折扣下,基于相对数值与绝对数值价格折扣形式对消费者内部参考价和感知价值的影响差异,以及内部参考价对感知价值的边界作用。结果表明:在8.8折折扣下,消费者对基于相对数值价格折扣形式的内部参考价以及感知价值显著高于绝对数值价格折扣形式,而在5折条件下,两者间无显著差异。在相同降价幅度下,内部参考价可作为价格折扣形式影响消费者感知价值的边界条件。更多还原

【Abstract】 Through questionnaire survey research and analysis for low-cost products under 50% discount and 12% discount the effects of relatively numerical and absolute numerical price discount are formed on consumer internal reference price and perception.The results show that,under the 12% discount,under relatively numerical price discount forms consumers’ internal reference price and perception value is significantly higher than under absolute numerical price discount forms.While under 50% discount,there is no significant difference.In the same discount,internal reference price can be used as boundary conditions when price discount forms affect consumers’ perception value.更多还原