基于选择情境的消费者价格促销品牌选择行为研究
黄 娴 卢泰宏
（中山大学，管理学院，510275）
摘要：价格促销是中国市场中最常见的营销竞争形式。本研究引入“选择情境”这一
新角度，探讨价格促销中选择集合的交互影响特性，以MNL 模型（Multinomial Logit Model）
拟合品牌选择数据，在不同的产品类别中分析出产品价格促销中其它品牌对消费者品牌选
择行为的调节作用，从而更接近真实地揭示了价格促销的消费者品牌选择行为，并对实战
策略有更好的指引。
研究结果表明：（1）价格促销、选择情境、品类对消费者的品牌选择行为具有显著影
响；（2）在消费者品牌选择过程中，选择情境与产品类别两大变量之间存在交互效应作用，
即各类选择情境对消费者品牌选择行为的影响效应在不同的产品类别（便利品与选购品）
中有不同的表现；（3）各类选择情境的影响效应受品牌定位（高端、中端、低端）的影响。
关键词：选择情境 价格促销 品牌层级 产品类别 MNL 模型
Study on the Consumer Brand Choice Behavior in
Price Promotion Based on Choice Context
Sales promotion is the most common competition form in China market. This study
introduces the new construct “Choice Context” and applies Multinomial Logit Model (MNL
Model) to analyze brand choice data, and discusses the mediating effect of other brands in the
promotion context on consumer brand choice in different product categories, which closely and
practically illuminates the brand choice behavior in a price promotion and makes a better
guidance for marketing practices.
The results of the study lead to several specific findings, including (a) price promotion,
choice context and product categories have significant effects on consumers’ brand choice; (b)
when consumers choose brands, there is an interaction effect between choice context and product
categories, in other words, the choice context effect on consumer brand decision is different in
accordance of product categories (convenience goods /shopping goods);(c) the effect of choice
context is variable depending on the brand position (high-tier/ mid-tier/ low-tier).
JEL 分类号：C35 L11 M31