摘 要
随着市场竞争日益激烈，企业对价格策略的优化愈发重视，而消费者购买意愿作为衡量市场反应的重要指标，成为学术界和实践领域共同关注的核心问题。本研究旨在探讨不同价格策略对消费者购买意愿的影响机制，并揭示其在特定情境下的作用规律。研究基于行为经济学和消费心理学理论框架，采用问卷调查法收集数据，结合结构方程模型进行实证分析。通过对500名消费者的调研发现，折扣价格、参考价格和动态定价等策略均显著影响消费者感知价值及购买意愿，且这种影响受到产品类型（如必需品与非必需品）和个体差异（如价格敏感度）的调节作用。研究表明，消费者在面对折扣时表现出较高的即时购买倾向，但过度使用折扣可能导致品牌价值受损；而参考价格的设置则通过对比效应增强产品的吸引力。此外，动态定价虽然能够实现利润最大化，但可能引发消费者的公平性感知下降，从而削弱长期购买意愿。本研究的创新点在于同时考虑了多种价格策略的交互效应及其情境依赖性，为理论发展提供了新的视角。研究结果不仅丰富了价格策略与消费者行为关系的研究体系，还为企业制定差异化定价方案提供了实践指导，有助于提升市场竞争力和顾客忠诚度。
关键词：价格策略；消费者购买意愿；折扣价格；参考价格；动态定价
Abstract
As market competition becomes increasingly intense, businesses are paying greater attention to the optimization of pricing strategies. Meanwhile, consumer purchase intention, as a critical indicator for measuring market response, has become a core issue of common concern in both academic and practical domains. This study aims to explore the influence mechanisms of different pricing strategies on consumer purchase intention and to reveal their operational patterns under specific circumstances. Grounded in the theoretical fr ameworks of behavioral economics and consumer psychology, this research employs a questionnaire survey method to collect data and uses structural equation modeling for empirical analysis. Based on a survey of 500 consumers, the findings indicate that pricing strategies such as discount pricing, reference pricing, and dynamic pricing significantly affect consumer perceived value and purchase intention. Moreover, these effects are moderated by product type (e.g., necessities vs. non-necessities) and individual differences (e.g., price sensitivity). The study shows that consumers exhibit a higher propensity for immediate purchase when faced with discounts; however, excessive use of discounts may lead to diminished brand value. Reference pricing enhances product appeal through contrast effects, while dynamic pricing, although effective in maximizing profits, may reduce consumers' perception of fairness, thereby weakening long-term purchase intention. The innovation of this study lies in its consideration of the interactive effects of multiple pricing strategies and their context-dependent nature, offering new insights for theoretical development. The results not only enrich the research system on the relationship between pricing strategies and consumer behavior but also provide practical guidance for businesses in formulating differentiated pricing schemes, contributing to enhanced market competitiveness and customer loyalty.
Keywords: Price Strategy; Consumer Purchase Intention; Discount Price; Reference Price; Dynamic Pricing
目 录
一、绪论 1
（一）研究背景与意义 1
（二）国内外研究现状综述 1
（三）研究方法与技术路线 2
二、价格策略对消费者行为的影响机制 2
（一）价格策略的理论基础 2
（二）消费者感知价值的作用分析 3
（三）不同定价方式的心理效应 3
（四）价格敏感度与购买意愿的关系 4
三、影响消费者购买意愿的关键价格因素 4
（一）折扣策略对购买意愿的影响 4
（二）比较价格策略的效果评估 5
（三）动态定价与消费者反应 5
（四）价格透明度对信任感的作用 6
四、实证研究与案例分析 6
（一）研究假设与变量设计 6
（二）数据收集与样本特征分析 7
（三）实证结果与讨论 7
（四）典型案例的对比分析 8
结论 8
参考文献 10
致 谢 11
