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附加费用定价方式与调节导向对消费者在线冲动性购买行为的影响

Shanshan JIANG,Guangyu YANG

Prices Monthly（2015）

Cited 23|Views0
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Abstract
引入心理学中调节匹配理论,研究两种不同调节导向的消费者在面对两种不同的附加费用定价方式(即整合价与分离价)时,对其在线冲动性购买行为的最终影响.结果显示:附加费用定价方式与消费者调节焦点一致时,对中介变量冲动性购买倾向产生正向积极影响,且冲动性购买倾向对最终的在线冲动性购买行为有正向积极影响.
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Key words
Impulse Buying,Consumer Shopping Behavior,Price Perception,Compulsive Buying,Consumer Behavior
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