| 题名 | 价格框架对购买意愿的影响 |
| 作者 | 吴明娟 |
| 答辩日期 | 2021-07 |
| 文献子类 | 硕士 |
| 授予单位 | 中国科学院心理研究所 |
| 授予地点 | 中国科学院心理研究所 |
| 其他责任者 | 陈毅文 |
| 关键词 | 价格框架 产品类型 内疚预期 购买意愿 调节定向 |
| 学位名称 | 理学硕士（同等学力硕士） |
| 其他题名 | The Effect of Pricing Frame on Purchase Intention |
| 学位专业 | 应用心理学 |
| 中文摘要 | With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.Methods We designed one pilot study and four online experiments to further evaluate the effect of pricing frame on purchase intention, the effective conditions of product type and its mediation role of anticipatory guilt and its moderating role of regulatory focus. Five groups of experimental materials were selected in pilot study. In Experiment 1a and 1b, all participants were randomly allocated to one of the four groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) between-subjects design to explore the main effect of pricing frame on purchase intention and the moderating role of product type. Two groups of different products and a group of products with the same kind and different functional attributes were used respectively. In Experiment 2, all participants were randomly allocated to one of the four groups in the same design with Experiment 1a and 1b to explore the moderating role of product type and its mediating role of anticipatory guilt. In Experiment 3, all participants were randomly allocated to one of the eight groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) ×2 (regulatory focus: promotion focus vs. prevention focus) between-subjects design to explore how regulatory focus moderated the moderating role of product type.Results The results of Experiment 1a and 1b showed that the main effect of pricing frame on purchase intention was significant, which favored partitioned pricing than combined pricing. Meanwhile, product type moderated the effect of pricing frame on purchase intention. Specifically, compared with combined pricing, partitioned pricing increased the purchase inention for hedonic goods, but not utilitarian goods. Further, in Experiment 2, we found that the moderation effect was fully mediated by anticipatory guilt, which verified a mediated moderation effect. In Experiment 3, we found that regulatory focus moderated the moderating role of product type. Specifically, product type moderated the effect of pricing frame on purchase intention in prevention focus group, but not promotion focus group, which verified a moderated moderation effect.Conclusions With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.Methods We designed one pilot study and four online experiments to further evaluate the effect of pricing frame on purchase intention, the effective conditions of product type and its mediation role of anticipatory guilt and its moderating role of regulatory focus. Five groups of experimental materials were selected in pilot study. In Experiment 1a and 1b, all participants were randomly allocated to one of the four groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) between-subjects design to explore the main effect of pricing frame on purchase intention and the moderating role of product type. Two groups of different products and a group of products with the same kind and different functional attributes were used respectively. In Experiment 2, all participants were randomly allocated to one of the four groups in the same design with Experiment 1a and 1b to explore the moderating role of product type and its mediating role of anticipatory guilt. In Experiment 3, all participants were randomly allocated to one of the eight groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) ×2 (regulatory focus: promotion focus vs. prevention focus) between-subjects design to explore how regulatory focus moderated the moderating role of product type.Results The results of Experiment 1a and 1b showed that the main effect of pricing frame on purchase intention was significant, which favored partitioned pricing than combined pricing. Meanwhile, product type moderated the effect of pricing frame on purchase intention. Specifically, compared with combined pricing, partitioned pricing increased the purchase inention for hedonic goods, but not utilitarian goods. Further, in Experiment 2, we found that the moderation effect was fully mediated by anticipatory guilt, which verified a mediated moderation effect. In Experiment 3, we found that regulatory focus moderated the moderating role of product type. Specifically, product type moderated the effect of pricing frame on purchase intention in prevention focus group, but not promotion focus group, which verified a moderated moderation effect.Conclusions With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.We designed one pilot study and three online experiments to further evaluate the effect of pricing frame on purchase intention, the effective conditions of product type and its mediation role of anticipatory guilt and its moderating role of regulatory focus. Five groups of experimental materials were selected in pilot study. In Experiment 1a and 1b, all participants were randomly allocated to one of the four groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) between-subjects design to explore the main effect of pricing frame on purchase intention and the moderating role of product type. Two groups of different products and a group of products with the same kind and different functional attributes were used respectively. In Experiment 2, all participants were randomly allocated to one of the four groups in the same design with Experiment 1a and 1b but with additional scale of anticipatory guilt to explore the moderating role of product type and its mediating role of anticipatory guilt. In Experiment 3, all participants were randomly allocated to one of the eight groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) ×2 (regulatory focus: promotion focus vs. prevention focus) between-subjects design to explore how regulatory focus moderated the moderating role of product type.The results of Experiment 1a and 1b showed that the main effect of pricing frame on purchase intention was significant, which favored partitioned pricing than combined pricing. Meanwhile, product type moderated the effect of pricing frame on purchase intention. Specifically, compared with combined pricing, partitioned pricing increased the purchase inention for hedonic goods, but not utilitarian goods. Further, in Experiment 2, we found that the moderation effect was fully mediated by anticipatory guilt, which verified a mediated moderation effect. In Experiment 3, we found that regulatory focus moderated the moderating role of product type. Specifically, product type moderated the effect of pricing frame on purchase intention in prevention focus group, but not promotion focus group, which verified a moderated moderation effect.These findings confirmed and extended previous studies suggesting that partitioned pricing prevailed more than combined pricing, especially in the online business context. Moreover, there was some boundary conditions of product type on the effect of partitioned pricing. Furthermore, the emotional reactions of anticipatory guilt was investigated to mediate the interaction effect. Meanwhile, regulatory focus also moderated the moderating role of product type. Our findings contribute to the pricing frame literature by exploring the moderating role of product type and its underlying mediation process and its moderating role of regulatory focus, which can also be a useful guideline for marketing business to adopt the suitable pricing tactics to enhance the purchase intention. |
| 英文摘要 | 随着互联网和电子商务的发展，定价理论不断向客户或需求导向演进，出现了一些创新的定价策略并得以广泛应用。同时，价格框架（如分离定价vs.整合定价）在行为决策领域扮演了重要的作用并很大程度上影响着购买意愿。以往的研究发现，相比整合定价，分离定价会更多正向影响购买意愿，主要因为有些是基于认识损益平衡理论或价格透明度，有些是基于启发式信息加工方式或锚定与调整，但是，还有些研究却发现相反的结论，即整合定价更多正向影响购买意愿。因此，研究者们将其归类并总结出不同调节变量的影响，包括价格构成、消费者特征、商誉、外部情境等，而产品类型（享乐品vs.实用品）的作用却少有研究。同时，一些研究还发现消费者购买或选择享乐品之前会有内疚预期的情绪反应，其主要是基于认知不协调理论或合理化策略。另外有些研究也发现消费者的调节定向也会与产品类型存在匹配效应，其主要是基于调节匹配理论。因此，本文的研究方向主要是探讨产品类型的调节作用、内疚预期在其中的中介作用以及调节定向的调节作用，并提出了四个研究假设。除了价格框架的主效应，本文还构建了有中介的调节模型以探讨产品类型如何调节价格框架对购买意愿的影响及其内在中介机制，同时还构建了有调节的调节模型以探讨调节定向如何调节产品类型的调节作用。本文设计了预实验和三个正式线上实验来探讨价格框架的主效应、产品类型的调节作用及其中介机制、调节定向的有调节的调节作用。预实验为正式实验选取了5组实验材料。实验1a和实验1b均采用2（价格框架：分离定价vs.整合定价）×2（产品类型：享乐品vs.实用品）被试间实验设计，分别采用两组不同的产品和一组相同种类不同功能属性的产品，以考察价格框架对购买意愿的影响和产品类型的调节作用。实验2采用2（价格框架：分离定价vs.整合定价）×2（产品类型：享乐品vs.实用品）被试间实验设计，并增加测量内疚预期，以考察产品类型的调节作用以及内疚预期在其中的中介机制。实验3采用2（价格框架：分离定价vs.整合定价）×2（产品类型：享乐品vs.实用品）×2（调节定向：促进定向vs.预防定向）被试间实验设计，以考察调节定向如何调节产品类型的调节作用。实验1a和1b均发现价格框架对购买意愿的主效应，产品类型在价格框架对购买意愿的影响中起调节作用，即享乐品组中，分离定价组的购买意愿显著高于整合定价组，而实用品组中，二者无显著差异。实验2发现产品类型的调节作用完全通过内疚预期的中介影响购买意愿，有中介的调节模型成立。实验3发现调节定向调节产品类型的调节作用，即促进定向组中，产品类型的调节作用不显著，而预防定向组中，产品类型的调节作用显著，有调节的调节模型成立。研究结果揭示了价格框架对购买意愿的影响，产品类型在其中的调节作用并通过内疚预期的完全中介影响购买意愿，调节定向也调节产品类型的调节作用，有效拓展了价格框架及其调节机制的相关研究。 |
| 语种 | 中文 |
| 内容类型 | 学位论文 |
| 源URL | [http://ir.psych.ac.cn/handle/311026/41589]  |
| 专题 | 心理研究所_社会与工程心理学研究室 |
| 推荐引用方式 GB/T 7714 | 吴明娟. 价格框架对购买意愿的影响[D]. 中国科学院心理研究所. 中国科学院心理研究所. 2021. |
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