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本论文从心理账户的角度入手,通过两项研究分析消费者对相对优惠与绝对优惠的感知差异。第一项为3×3双因素实验研究,研究表明:在绝对值优惠低时,相对值优惠效应明显;在绝对优惠高时,相对值优惠效应不明显。第二项为1916个样本的问卷调查,研究表明:相对值优惠与绝对值优惠效应受原始价格影响,原始价格较小时,相对值优惠效应更突出;原始价格高时,绝对值优惠效应更明显。
This thesis starts from the perspective of psychological account and analyzes the consumers’ perceived differences in relative and absolute preferences through two studies. The first is a 3 × 3 two-factor experimental study. The results show that when the absolute discount is low, the relative discount effect is obvious. When the absolute discount is high, the relative discount effect is not obvious. The second is a questionnaire survey of 1916 samples. The research shows that the relative discount and the absolute discount effect are affected by the original price. When the original price is small, the relative discount effect is more prominent. When the original price is high, the absolute discount effect is more obvious .