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分割定价在企业实践中屡见不鲜,却鲜有研究探讨它对体验型服务的影响。分割定价会凸显产品或服务组合的某些部分,影响消费者注意力的分配,所以分割部分的性质和价格会影响消费者对组合整体的价值感知。由于消费者难以在消费前明确体验型服务的参考价格和预期利益,所以对感知异质性较强的体验,比较倾向用价格推断质量,然而对感知异质性较弱的体验,价格在质量推断上的作用减弱、作为金钱代价指标的作用上升;所以,在总价格保持不变的情况下,对感知异质性较弱的部分标低价,对感知异质性较强的部分标高价,能提高整个组合对消费者的吸引力。实验结果显示,分割部分的感知异质性在对不同的分割定价方案进行二选一(实验1)、多选排序(实验2),或单独评估(实验3)的情况下,对消费者的偏好都有显著影响。
Segmentation pricing is not uncommon in the practice of the enterprise, but few studies have investigated its impact on the experiential service. Partition pricing will highlight certain parts of the product or service portfolio that affect the distribution of consumer attention, so the nature and price of the segment affect the consumer perception of the value of the portfolio as a whole. Because it is difficult for consumers to clarify the reference price and the expected benefits of experiential services before consumption, they are more likely to infer the quality with the price for the experience with higher heterogeneity. However, for the experience with weaker perceived heterogeneity and the price in quality The role of inference is weakened, and the role as an indicator of the cost of money goes up. Therefore, when the total price remains unchanged, lower the price of the part with weaker perceived heterogeneity and the price of the part with higher perceived heterogeneity , Can enhance the attractiveness of the entire portfolio to consumers. The experimental results show that the perceived heterogeneity of the segmentation part is different from that of the consumer segmentation (Option 1), multiple choice (Experiment 2), or individual evaluation (Experiment 3) Preferences have a significant impact.