摘要
随着超市之间竞争日趋激烈,商家力图通过降价扩大市场份额,留住客户。基于多维度价格形象理论与消费购买决策过程理论,选取普通购物者为样本的调研数据,对价格形象各维度(价格水平认知、物有所值、明码标价、价格诚实性)与购买意向之间的关系进行实证分析,结果表明:价格形象各维度对购买意向均存在不同程度的影响,其中物有所值对购买意向的影响最大,价格诚实性次之,明码标价最小;另外,价格水平认知对物有所值具有显著的影响。研究结论对于商家进行有效的价格促销具有一定的参考价值。
With the increasingly fierce competition among supermarkets,businesses are trying to expand their market share by lowering prices in order to retain customers.Based on the multi-dimensional price image theory and the consumer purchase decision-making process theory,the survey data of ordinary shoppers are selected in this study to analyze the relationship between the dimensions of price image(price level perception,good value for money,marking the price clearly,price honesty)and purchase intention.The result shows that the various dimensions of the price image have different effects on the purchase intention.Among them,the good value for money has the greatest influence on the purchase intention,the influence of the price honesty is less,and the influence of marking the price clearly is the smallest.In addition,the price level perception has a significant impact on good value for money.The research conclusion has certain reference value for the effective price promotion of the businesses.
作者
滕飞
Teng Fei(School of Economics and Management,Dalian Minzu University, Dalian 116600, China;Institute of Ethnology and Anthropology,Chinese Academy of Social Sciences, Beijing 100081,China)
出处
《税务与经济》
CSSCI
北大核心
2019年第3期50-56,共7页
Taxation and Economy
基金
国家民委后期资助项目(项目编号:2018-GMH-018)
辽宁省经济社会发展研究项目(项目编号:2018lslkyqn-019)
大连市社科联重点项目(项目编号:2018dlskzd046)的支持
关键词
价格形象
购买意向
超市
价格诚实性
price image
purchase intention
supermarket
price honesty
