摘要
基于回旋镖效应理论以及在线双边市场视角,结合中国电信翼支付平台中3 626位用户的消费行为数据,分析了低折扣水平对生活必需品与非生活必需品销量影响的差异,并探讨了在线渠道、商家规模以及初始定价对低折扣水平与产品销量关系的调节作用。研究发现:在非生活必需品购买行为中,在15%的低折扣水平以内,折扣水平与产品销量呈现显著的先负相关后正相关的"U"型曲线关系;双边市场的在线渠道、商家规模等因素会显著加强回旋镖效应,而初始定价由低向高变化时会显著削弱回旋镖效应,并且通过Heckman检验分析样本自选择问题后,研究结论不变。研究结论拓宽了低折扣水平与产品销量关系的研究边界和应用范围,丰富了低折扣回旋镖效应的理论研究,为营销管理者的价格促销策略和渠道选择策略提供了新的经验证据。
Based on the boomerang effect theory and online two-sided market perspectives,this paper analyzes the consumer behavior data of 3,626 users from Bestpay of China Telecom,to introduce the impact differences of low discount on the sales of essentials and non-essentials,and investigates its moderating effects of online channel,merchant scale and initial pricing on the relationship between low discount size and product sales. This paper finds that in the purchase of non-essentials and within 15% discount,the discount level and the product sales show a significant"U"curve relationship. In addition,further exploration shows that the online purchase channel and the merchant scale of two-sided market will significantly strengthen the boomerang effect,while the initial pricing changes from low to high will significantly weaken it. The conclusion remains unchanged after the analysis of the sample self selection by Heckman test. In short,the conclusion of this paper broadens the research boundary and application scope of the relationship between low discount size and product sales,enriches the theoretical research on the boomerang effect,and provides new empirical evidence for marketing managers about the strategies of price promotion and channel selection.
作者
董晓松
刘霆杰
赵星
DONG Xiaosong;LIU Tingjie;ZHAO Xing(School of Economics and Management,Nanchang University,Nanchang Jiangxi 330031;School of Economics and Finance,Xi'an Jiaotong University,Xi'an Shaanxi 710061;Qillege of Tourism and Urban-mral Planning,Chengdu University of Technology,Chengdu Sichuan 610059)
基金
国家自然科学基金项目“第三方移动支付采纳间断与延伸使用的机理和模型:基于采纳漏斗视角”(71862023)
江西省社会科学规划重点项目“江西省共享经济商业模式与消费采纳问题研究”(18GL02)。
关键词
低折扣水平
回旋镖效应
在线渠道
商家规模
初始定价
Low Discount Size
Boomerang Effect
Online Channels
Merchant Scale
Initial Price
