【作者】 梁丽敏； 杨苓苓； 刘宁；

【Author】 Limin Liang;Lingling Yang;Ning Liu;School of Psychology,Shandong Normal University;

【机构】 山东师范大学心理学院；

【摘要】 包邮与商品降价是在线交易中商家普遍采用的两种促销方式,且受到消费者的普遍欢迎。那么,如果商家让利幅度一致,消费者是更偏爱商品降价还是包邮?从整合分离定价的视角看,包邮促销可被看作是一种整合定价的方式,而商品降价促销是分离定价的方式。整合、分离定价是一种定价策略,所谓分离定价是指将商品的总售价分为基本价和附加价,基本价是所购买商品的价格,附加价指运费、处置费、保险、税收等其他费用。所谓整合定价,是指将商品价格与附加价格两者合并,向消费者呈现一个总的价格。预实验结果表明,无论在高、低价格水平和高、低运费水平条件下,相比商品降价促销,消费者都更偏爱包邮促销。整合定价优于分离定价这一结果也符合心理账户理论(整合的损失比两个单独的损失更有吸引力)的预期;而分离定价的相关研究表明,消费者在购买商品时由于采用启发式的信息加工模式往往会低估商品总价,因而更倾向于选择分离定价。本研究旨在通过操纵商品价格和运费价格,从整合分离定价的角度,探讨包邮促销有效性的边界条件,进而揭示包邮促销背后可能的心理机制。研究采用模拟情景购物的方法,通过两个实验分别在高运费和低运费条件下,对消费者在不同价格水平商品的包邮促销和降价促销间的偏好进行了探讨,两个实验均采用2价格(高价格vs低价格)×2促销框架(包邮vs降价)组间设计。研究结果显示,高运费条件下,消费者对不同价格水平商品的降价促销和包邮促销的偏好不同。具体而言,高价格水平条件下,相比降价促销,消费者对包邮促销有更高的感知价值和购买意愿,即消费者更偏好包邮促销;而低价格水平条件下,消费者对包邮促销和降价促销的感知价值和购买意愿无显著差异,即消费者对二者偏好无差异。低运费条件下,无论低价或高价商品,消费者对降价促销和包邮促销的感知价值和购买意愿均无显著差异,即消费者对二者的偏好无差异。这表明包邮促销,尤其在高价格、高运费条件下,对消费者更具吸引力。更多还原

【Abstract】 Free-shipping and price discounting are two commonly used sales promotion strategy in online shopping.But,if the benefit value is equal,which one is more likely preferred by the consumers? From the perspective of combined-partitioned pricing,free-shipping can be seen as combined pricing,which presents the all-inclusive price including base price and surcharge;while price discounting can be seen as partitioned pricing,which presents the base price and surcharge separately.The pilot study shows that consumers preferred shipping-free promotion,which is consistent with the hypothesis of mental accounting(the utility of two integrated loss is more than two separately losses).However,the partitioned pricing related research indicated that consumers preferred partitioned pricing,because,in which,the consumers adopt simplifying heuristics,therefore,they wouldunderestimate the product price in partitioned pricing.From the perspective of partitioned pricing,we explored the boundary condition of free-shipping promotion preference specifically,the moderating role of product price level and shipping surcharge level,in two experiments.Experiment1 is under the condition of high-level surcharge and experiment2 is under the condition of low-level surcharge.Both experiments adopt between-subjects 2(high-level priced product) x 2(low-level priced product) design.The results showed that,under the condition of high-level surcharge,the consumers preferred free-shipping promotion in high-level priced product online purchase,while there‘s no preference in low-level priced product online purchase;under the condition of low-level surcharge,there‘s no preference for the free-shipping promotion in both high-level priced and low-level priced products.The theoretical and managerial implications of these findings are discussed.更多还原