摘要
零售商的实体店形象、网络评价与线上价格能影响消费者的线上价格态度,其中零售商实体店形象通过影响消费者感知价值与提高品牌形象来改变消费者的线上价格态度,而消费者依赖价格判断产品与服务质量水平的程度与网络渠道信任倾向是线上价格、网络评价影响价格态度的关键。本文根据消费者线上价格态度形成的一般过程,针对多渠道零售商,分析影响消费者线上价格态度的主要因素。
The image of the retailer＇s store, the network evaluation and the online price can affect the consumer＇s online price attitude, in which the retailer＇s store image changes the consumer＇s online price attitude by influencing the perceived value of the consumer and improving the brand image. And how consumers rely on price to determine the level of product and service quality and network channel trust tendency are the keys of how online price and network evaluation affect the price attitude. Based on the general process of consumer online price attitude, this paper analyzes the main factors that affect the price attitude of consumers on multi-channel retailers.
出处
《财务与金融》
2017年第1期86-90,共5页
Accounting and Finance
基金
北京市社科基金重大项目(网络零售管理的基础理论研究)(15ZDB22)
关键词
实体店形象
价格态度
多渠道零售商
定价策略
Store Image, Price Attitude, Multi-channel Retailer, Pricing Strategy
