降价表述方式对消费者感知降价幅度的影响

摘要 降价的表述方式通常有相对于原价的百分比降幅和绝对减让幅度两种。本研究分
析了这两种降价表述方式对消费者所感知的降价幅度和购买意愿的影响。结果表明：在不
同的产品价格水平和降价幅度下，这两种降价表述方式对感知降价幅度的影响是不同的。
此外，对低价格商品，消费者对价格信息关注的程度会影响他们感知两种降价表述方式下
的降价幅度。
关键词 消费行为 零售 价格促销 价格感知 价格折扣表述
Percentage or Dollar Amount－Effects of Discount Presentation on Price Perception
Abstract Percentage and dollar-amount discount presentations are frequently employed in
retail price promotion. This study focuses on the impacts of different discount presentations on
buyers’ perceptions of discount amount and buying intention. Results show that the impacts of
discount presentation vary for different price level and discount amount. Besides, buyer’s price
involvement is another factor affecting the above relationships for low price level product.
Key Words Consumer Behavior Retailing Price Promotion Price Perception
Discount Presentation