产品优惠券价值的框架效应研究

以现有产品和改进型新产品为研究对象,通过实验方法分析不同折扣方式对优惠券价值效应的影响,以此对新产品优惠券价值的框架效应进行实证研究.研究结果表明,优惠券价值的不同展现形式对优惠券价值效应有调节作用.针对现有产品,对低档产品的估计价格没有显著差别,对高档产品有显著差异,适合采用金额折扣方式;对于有形产品和服务产品.两者都更适合比例折扣形式;针对新产品,框架效应更为显著,低档新产品更适合提供比例折扣优惠券.高档新产品金额折扣的高估价反而会增强购买意愿;对于有形新产品的估计价格没有显著差异,而服务新产品使用比例折扣时购买意愿更高.研究结果对指导企业管理实践具有重要参考价值.

Framing Effect of Coupon Value for Products

For existing products and incremental new products,the effect of different discount formats on coupon value was examined by the experimental method.Then empirical study for the framing effect of coupon value of new products was conducted.The results show that frames of coupon value moderate the effect of coupon value.For existing products,two discount formats have no significant difference on the perceived price of low-level products.But for high-level products,there is significant difference on the perceiv...