在线交易情境下定价形式对顾客购买的影响：议价空间的调节作用

摘要

This study attempts to verify how the pricing form affects consumers’ online purchasing behav-ior with the Mental Accounting. Within two experiments, we tested the“integration loss principle” in the online contexts. Meanwhile, with reference to the fact that Asians are more likely to be bargainers com-pared with westerners, this study verified the regulation effect of bargaining power between pricing form and perceived value. In detail, in the case of non-bargaining, consumers in the integrated price condi-tion perceive more value than those in the partitioned price condition and vice versa.%运用心理账户的相关理论，验证了我国电子商务中定价形式对顾客购买的影响。通过两个实验，验证了在线情境下的“整合损失”原则。同时结合东方文化背景下消费者相对更加喜欢讨价还价的现实，证实了议价空间在定价形式和顾客感知价值之间的调节作用：在不可议价的情况下，消费者在整合定价情境下的感知价值比分离定价时高；在可议价的情况下，消费者在分离定价情境下的感知价值比整合定价时高。