消费者行为与价格弹性的研究 -经济学（本）专业

摘要

随着经济全球化和市场竞争的加剧，消费者行为与价格弹性之间的关系成为企业制定定价策略的重要依据。本研究旨在探讨不同消费群体的价格敏感性及其对购买决策的影响机制，以期为企业提供更具针对性的营销建议。研究基于微观经济学理论框架，结合心理学和社会学视角，选取某一线城市中具有代表性的消费品市场为研究对象，通过问卷调查、深度访谈和大数据分析相结合的方法，收集并处理了超过2000份有效样本数据。结果表明，消费者的价格弹性不仅受到商品属性和收入水平等传统因素的影响，还显著受到心理预期、社会认同以及信息获取渠道等新兴变量的作用。此外，研究发现不同年龄段和职业背景的消费者在价格敏感性上存在显著差异，这种异质性为差异化定价策略提供了理论支持。本研究的创新点在于首次将社交媒体传播效应纳入价格弹性的分析框架，并通过实证研究验证了其对消费者行为的调节作用。这一发现丰富了现有价格弹性理论体系，同时为企业在数字化时代优化定价策略提供了新的思路。总体而言，本研究揭示了消费者行为与价格弹性之间复杂的互动关系，强调了多学科交叉分析的重要性，为未来相关领域的研究奠定了基础。

关键词：价格弹性；消费者行为；差异化定价；社交媒体传播效应；心理预期

Consumer Behavior and Price Elasticity: An Empirical Study

Abstract: With the deepening of economic globalization and intensifying market competition, the relationship between consumer behavior and price elasticity has become a critical basis for enterprises to formulate pricing strategies. This study aims to explore the price sensitivity of different consumer groups and its impact mechanism on purchasing decisions, thereby providing more targeted marketing recommendations for businesses. Grounded in the theoretical fr amework of microeconomics and integrating perspectives from psychology and sociology, this research selects a representative consumer goods market in a first-tier city as the subject of analysis. By employing a combination of questionnaire surveys, in-depth interviews, and big data analysis, over 2,000 valid sample data points were collected and processed. The findings indicate that consumer price elasticity is not only influenced by traditional factors such as product attributes and income levels but is also significantly affected by emerging variables like psychological expectations, social identity, and information acquisition channels. Moreover, the study reveals significant differences in price sensitivity among consumers of different age groups and occupational backgrounds, which provides theoretical support for differentiated pricing strategies. A key innovation of this research lies in its incorporation of social media dissemination effects into the analytical fr amework of price elasticity, with empirical evidence validating its moderating role on consumer behavior. This discovery enriches the existing theoretical system of price elasticity and offers new insights for enterprises to optimize their pricing strategies in the digital era. Overall, this study uncovers the complex interactive relationship between consumer behavior and price elasticity, emphasizing the importance of interdisciplinary analysis and laying a foundation for future research in related fields.

Keywords: Price Elasticity; Consumer Behavior; Differentiated Pricing; Social Media Spillover Effect; Psychological Expectation

一、绪论 1

（一）消费者行为与价格弹性研究背景 1

（二）研究消费者行为与价格弹性的意义 1

（三）国内外研究现状综述 1

（四）本文研究方法与技术路线 2

二、消费者行为的理论基础与分析框架 2

（一）消费者行为的核心概念界定 2

（二）影响消费者决策的主要因素 3

（三）价格弹性在消费者行为中的作用 3

（四）消费者行为模型的构建与应用 4

（五）理论框架对实证研究的指导 4