中国零售环境下参考价格影响因素的初步研究——以家用电器产品为例①1.docVIP

中国零售环境下参考价格影响因素的初步研究 ——以家用电器产品为例① 庄贵军1 王丽娟2 （1 西安交通大学管理学院，西安 710049；2 上海财经大学工商管理学院200433） 内容摘要：本文以参考价格的研究文献为理论基础，在中国零售环境下针对家电产品研究了影响消费者参考价格形成的一些因素。研究结果显示：在中国零售环境下针对家电产品，第一，一个产品或品牌的销售价格越高，消费者形成的对该产品或品牌的参考价格指数越低；第二，现场其他产品或品牌的相对价格越高，消费者形成的对一种产品或品牌的参考价格指数越高；第三，消费者越是喜好一个品牌，在消费者购买高价产品时对该品牌的参考价格指数越高；第四，消费者的价格搜寻活动会提高他们对于低价产品的参考价格指数；第五，需求紧迫性不会显著影响消费者家用电器产品的参考价格。此外，我们的研究还发现：年龄越大，学历越高，月收入越低，消费者的参考价格指数越低；不过，年龄和月收入的这种影响作用只在消费者购买高价产品时才起作用。我们最后讨论了本研究结果的理论贡献和实际应用，并指出了研究缺陷和今后研究的方向。 关键词：参考价格，参考价格指数，中国零售，家用电器产品 中图分类号：274 文献标识码： 文章编号： A Study on the Factors Influencing Customers’ Reference Price in the Context of Chinese Retailing: A Case of Electrical Appliances ZHUANG Gui-Jun1, WANG Li-Juan2 （School of Management, Xi’an Jiaotong University, Xi’an 710049, China; 2. the School of Management, Shanghai University of Finance and Economics, Shanghai 200433, China） Abstract: Based on the literature of reference price, this paper examines the factors influencing customers’ reference price over electrical appliances in the context of Chinese retailing. It is found that, firstly, the higher the price of a product or brand, the lower the reference price index of the product or brand. Secondly, the higher the prices of other products or brands in a store, the higher the reference price index of a product or brand. Thirdly, the more a brand is preferred, the higher the reference price index of the brand is when customers are buying the products of high value. Fourthly, customers’ price search increases the reference price index of the products of low value. Fifthly, urgency in need does not have significant impact on customers’ reference price. In addition, the older a customer, the higher level a customers is in education, and the higher monthly income a customer has, the lower his or her reference price index is. However, the impact of age and income only appears when customers are buying the products of high value. We finally discuss its contribution, implication, li