摘要
差价补偿策略是零售商的一种整体价格宣传策略。该研究检验了差价补偿策略在补偿幅度和价格比较的竞争者范围两个方面的设置对消费者光顾购买意愿的影响,发现价格比较的竞争者范围对光顾购买意愿有显著主效应,差价补偿幅度对光顾购买意愿的影响受消费者价格敏感度的调节。研究还分析了差价补偿策略对消费者光顾购买意愿影响的机制,发现消费者所感知的零售商价格水平形象和价格诚信形象是价格比较的竞争者范围对消费者光顾购买意愿影响的部分中介变量。
Price-matching policy is a kind of retailer＇ s price strategy. This paper finds the significant effect of Price-matching policy scope on consumer＇ s shopping intention and the effect of its depth on consumer＇ s shopping intention would be moderated by consumer＇ s price sensitivity. We also test the mechanism under which Pricematching policy influences consumer＇ s shopping intention and find that the retailer＇ s price level image and price sincerity image are partial mediators.
出处
《当代经济管理》
2009年第5期34-38,共5页
Contemporary Economic Management
基金
上海财经大学"211工程"三期重点学科建设项目<后工业化社会的营销创新>
"211工程"后期资助项目<世界经济衰退期启动内需市场的营销策略研究>的阶段性研究成果
