【作者】 苏楠； 李晓雯； 刘宁；

【Author】 Nan Su;Xiaowen Li;Ning Liu;College of psychology,Shandong Normal University;

【机构】 山东师范大学心理学院；

【摘要】 整合、分离定价是市场中应用最为普遍的两种定价方式,其中分离定价是指将产品价格的两部分(基础价和附加价)分开呈现,而整合定价是指将这两部分合并成一个总价呈现。目前主要有两种理论解释了消费者对定价方式的偏好:一是基于锚定调整理论支持分离定价更好;二是基于心理账户支持整合定价更好。本研究基于这两种理论观点的局限性,结合价格双角色和心理账户理论,旨在以全新的理论视角探讨附加价价值感对消费者定价偏好的调节作用。研究采用三个实验,分别通过改变附加价价格、附加服务的质量和附加服务提供商的品牌来操纵附加价的价值感。实验均使用2(定价方式:整合定价/分离定价)×2(附加价价值感:低/高)被试间设计,结果一致表明:附加价价值感显著影响了消费者对定价方式的偏好;当附加价价值感低时,消费者对分离定价的感知价值显著高于整合定价的情况;但当附加价价值感高时,消费者对两种定价方式的感知价值不存在显著差异。该结果部分支持了基于价格双角色和心理账户理论提出的定价方式偏好的影响机制,对营销实践中定价方式选择的策略具有一定的指导意义。更多还原

【Abstract】 Combined pricing and partitioned pricing are widely used as the pricing types in market. The former is to divide a product’s price into two parts, base price and surcharge, while the latter is to combine them into one price. Currently there are two theoretical explanations on the consumers’ preference for pricing types. The first view based on anchoring and adjusting heuristic theory argues that partitioned pricing is relatively better than combined pricing. However, the other view based on mental accounting theory is quite the opposite. Given the limitations of the two mentioned theoretical explanations, the purpose of the present research is to examine the regulating effect of surcharge’s perceived value on consumers preference for pricing types from a new perspective of a combination of the dual role of price and mental accounting theory. Among three experiments, three different manipulations of surcharge’s perceived value were used. In experiment 1, we manipulated the perceived value of surcharge by changing the price of surcharge; In experiment 2, we changed the quality of additional service; In experiment 3,we changed the brand of additional service provider. They were all 2(pricing type: combined pricing/partitioned pricing)×2(surcharge’s perceived value: low/high) between-subjects design. The results of three experiments all showed that the perceived value of surcharge had a significant influence on consumers preference for pricing types. If surcharge’s perceived value was high, Consumers would have higher perceived value when a product had a partitioned price than when it had a combined price. If surcharge’s perceived value was low, Consumers would have equal perceived value when a product had a combined price and when it had a partitioned price. The results partly supported the influencing mechanism of pricing type preference based on the dual role of price and mental accounting. And the implications for the marketing practice were.discussed更多还原