【作者】 黄劲松； 王少强； 王高；

【Author】 Huang Jinsong1, Wang Shaoqiang1, Wang Gao2 (1.School of Economics & Management, Beijing University of Aeronautics and Astronautics, Beijing, 100191, China; 2. China Europe International Business School, Shanghai, 201206)

【机构】 北京航空航天大学经济管理学院； 中欧国际工商学院；

【摘要】 参考价格是消费者价格判断的重要依据,而品牌忠诚对消费者的购买行为也有着显著影响。那么这两个概念之间是否存在着一定的关系呢?这是本文的研究重点。研究结果表明品牌忠诚对参考价格的形成有着显著的影响。首先,品牌忠诚与非品牌忠的消费者采用不同的价格作为参考价,品牌忠诚的消费者倾向于使用他们喜欢的品牌价格作为参照,而非品牌忠诚的消费者倾向于使用环境价格作为参照。其次,当不考虑消费者品牌忠诚时,价格获得对品牌选择的影响为正,而价格损失的影响为负,这与前景理论的结论一致;但是,我们却没有发现损失厌恶现象(即损失的影响大于获得的影响)的存在,这与前景理论的结论不一致。当考虑了品牌忠诚后,我们不仅发现了价格获得的正向影响和价格损失的负向影响,而且价格损失厌恶的现象也非常显著。本研究的结果表明,在研究参考价格问题时我们需要考虑消费者品牌忠诚的问题,否则我们的结论是有偏误的。另外,基于本文的研究结果我们还可以推断出一些对管理实践很有价值的结论。更多还原

【Abstract】 Reference price is an important reference when consumers judge a price, and brand loyalty also has significant impact on consumers’ purchase behavior. Then, is there a certain relationship between these two concepts? This is the focus of this study. The study results show that brand equity has significant effects on the formation of reference price. Firstly, brand-loyal consumers and non-brand-loyal consumers adopt different prices as the reference price. Brand-loyal consumers tend to use the price of their favorite brands as the reference price, while non-brand-loyal consumers tend to use contextual price as the reference price. Secondly, when brand loyalty is not considered, price gain has positive effect on brand choice and price loss have negative effect, which is consistent with the conclusion of the prospect theory. However, we have not found the existence of loss aversion (i.e., the effect of loss is greater than that of gain), which is inconsistent with the conclusion of prospect theory. After considering brand loyalty, we have found not only positive effect of price gain and negative effect of price loss, but also significant loss aversion. The study results show that when studying reference price we have to consider consumers’ brand loyalty; otherwise our conclusion might be misleading. In addition, we can also draw some valuable conclusions for managerial practice based on study results of this article.更多还原