摘要
本文运用来自"天猫商城"的商品价格数据,对中国商品市场吉利数字偏好存在性、尾数定价模式及其对价格粘性的影响进行研究。结果表明:(1)中国商品市场尾数定价模式主要有三种:8尾数定价、9尾数定价和方便定价,其中最受到偏好的是8尾数定价,同时回避4尾数定价,吉利数字偏好对尾数定价模式具有显著影响。(2)马尔科夫转移动态分析发现,8尾数的稳定性最强,且当期的非8尾数在下期转向8尾数的概率较高。(3)与非8尾数价格相比,8尾数价格的调整更为缓慢,平均调整幅度更大。(4)基于Logit模型的分析表明,8尾数对商品价格粘性具有显著正向影响,"吉利价格"粘性强。相对于9尾数定价和方便定价,8尾数定价模式对价格粘性程度的贡献更大。节日期间零售商注重回避不吉利数字,进一步表明文化背景对商品市场价格粘性的影响。本文的研究为价格粘性来源提供了新的经验证据。
This paper uses the price data from ＂T-mall＂ to examine the existence of lucky number preferences on China＇s retail market and its impact on price stickiness. The results show that. （1） There are mainly three types of mantissa pricing in China.. mantissa pricing of 8, mantissa pricing of 9, and convenient pricing, where the most favored price point is 8, while number 4 is avoided, indicating that lucky number preferences have a significant impact on the mantissa pricing models. （2） According to the Markov transfer dynamic analysis results, the price point of 8 is most stable and it is highly probable that the price-ending without 8 in the current period is likely to be changed to that with 8 in the following period. （3） The average change for 8-ending prices is greater than that for non-8-ending prices and the average duration for which 8-ending prices remain unchanged is longer than that for non-8-ending prices. （4） Based on Logit model, the empirical results show that the price point of 8 has a significantly positive impact on price stickiness, meaning that ＂lucky prices＂ have strong stickiness. Compared to the mantissa pricing of 9 and convenience prices, the mantissa pricing of 8 contributes more to price stickiness. During holiday seasons, retailers are more concerned about avoiding unlucky numbers, which further indicates that the impact of cultural background on price stickiness. This study provides new empirical evidence regarding the sources of price stickiness.
出处
《财贸经济》
CSSCI
北大核心
2014年第12期121-132,共12页
Finance & Trade Economics
基金
国家社会科学基金重大招标项目"人民币汇率形成机制研究"(10zd&034)
关键词
吉利数字
尾数定价价格粘性
Lucky Number, Mantissa Pricing, Price Stickiness
