摘 要
随着市场竞争日益激烈，消费者购买决策过程中的价格敏感度已成为企业制定营销策略的重要参考因素。本研究旨在探讨不同消费情境下价格敏感度对购买决策的影响机制，并分析其形成原因及调节变量。通过系统回顾现有文献，发现传统价格敏感度研究多集中于单一产品类别或特定市场环境，而对跨情境、多层次影响因素的综合分析尚显不足。为此，本研究采用混合研究方法，结合定量与定性分析手段，以中国消费者为研究对象，选取多个商品类别进行实证研究。具体而言，研究首先通过问卷调查收集了1200份有效样本数据，运用结构方程模型检验价格敏感度与购买决策之间的关系；其次，通过深度访谈进一步挖掘消费者心理认知和行为特征对价格敏感度的作用路径。研究结果表明，价格敏感度不仅受到产品属性（如必需品与奢侈品）和消费者个体差异（如收入水平、购物经验）的影响，还显著受到外部情境因素（如促销活动、品牌忠诚度）的调节作用。此外，研究发现价格敏感度在不同消费阶段表现出动态变化特征，这一特性为企业提供了更精准的定价与促销策略设计依据。本研究的主要创新点在于突破了传统研究中静态视角的局限，提出了价格敏感度的动态调整模型，并首次将情境因素纳入分析框架，揭示了其在价格敏感度形成过程中的关键作用。研究成果不仅丰富了消费者行为理论，也为企业在复杂市场环境中优化定价策略、提升顾客价值感知提供了实践指导。总体而言，本研究为理解消费者价格敏感度的本质及其在购买决策中的作用机制提供了新的视角和证据支持。关键词：价格敏感度；购买决策；动态调整模型；情境因素；消费者行为
Abstract
As market competition becomes increasingly intense, price sensitivity in the consumer decision-making process has become a critical reference factor for businesses in formulating marketing strategies. This study aims to explore the influence mechanism of price sensitivity on purchasing decisions under different consumption scenarios and analyze its formation reasons and moderating variables. Through a systematic review of existing literature, it is found that traditional research on price sensitivity predominantly focuses on single product categories or specific market environments, with insufficient comprehensive analysis of cross-situational and multi-level influencing factors. To address this gap, this study adopts a mixed-methods approach, combining quantitative and qualitative analytical techniques, targeting Chinese consumers as research subjects and selecting multiple product categories for empirical investigation. Specifically, the study first collected 1,200 valid sample data through questionnaires and employed structural equation modeling to examine the relationship between price sensitivity and purchasing decisions. Subsequently, in-depth interviews were conducted to further uncover the psychological cognition and behavioral characteristics of consumers and their impact pathways on price sensitivity. The results indicate that price sensitivity is not only influenced by product attributes (e.g., necessities vs. luxuries) and individual consumer differences (e.g., income level, shopping experience), but also significantly moderated by external situational factors (e.g., promotional activities, brand loyalty). Moreover, the study reveals that price sensitivity exhibits dynamic variation characteristics across different stages of consumption, providing enterprises with more precise guidance for pricing and promotional strategy design. A major innovation of this study lies in breaking through the limitations of static perspectives in traditional research by proposing a dynamic adjustment model of price sensitivity and incorporating situational factors into the analytical fr amework for the first time, thereby revealing their critical role in the formation process of price sensitivity. The findings not only enrich consumer behavior theory but also offer practical guidance for businesses to optimize pricing strategies and enhance customer value perception in complex market environments. Overall, this study provides new perspectives and evidence support for understanding the essence of consumer price sensitivity and its role mechanism in purchasing decisions..
Key Words：Price Sensitivity；Purchase Decision；Dynamic Adjustment Model；Situational Factors；Consumer Behavior
目 录
摘 要 I
Abstract II
第1章 绪论 2
1.1 消费者购买决策中的价格敏感度研究背景 2
1.2 价格敏感度分析的研究意义 2
1.3 当前消费者价格敏感度研究现状综述 3
1.4 本文研究方法与技术路线 3
第2章 消费者价格敏感度的理论基础与框架构建 5
2.1 价格敏感度的核心概念界定 5
2.2 消费者行为理论在价格敏感度中的应用 5
2.3 价格感知的心理机制分析 6
2.4 价格敏感度的影响因素模型构建 7
第3章 消费者价格敏感度的实证研究设计 8
3.1 数据收集与样本选择 8
3.1.1 调查问卷的设计原则 8
3.1.2 样本特征描述 8
3.1.3 数据质量控制方法 9
3.2 实验设计与变量测量 9
3.2.1 自变量与因变量定义 9
3.2.2 控制变量的选择依据 10
3.2.3 实验场景设置 10
3.3 研究假设的提出 11
3.3.1 价格敏感度与收入水平的关系 11
3.3.2 不同产品类别对价格敏感度的影响 11
3.3.3 社会文化因素的作用机制 12
3.4 数据分析方法的选择 12
3.4.1 描述性统计分析 12
3.4.2 回归模型构建与检验 13
第4章 消费者价格敏感度的分析与讨论 14
4.1 实证结果概述 14
4.1.1 主要发现总结 14
4.1.2 假设验证结果 14
4.2 价格敏感度的群体差异分析 15
4.2.1 年龄与价格敏感度的关系 15
4.2.2 性别对价格敏感度的影响 15
4.2.3 地域差异的实证结果 16
4.3 产品类别对价格敏感度的影响 16
4.3.1 必需品与非必需品的对比分析 16
4.3.2 高价值产品与低价值产品的敏感度差异 17
4.3.3 数字化产品与实体产品的比较 17
4.4 社会经济环境对价格敏感度的作用 18
4.4.1 经济周期对消费者行为的影响 18
4.4.2 文化价值观的作用机制 18
4.4.3 政策因素的间接影响 19
结 论 19
参考文献 21
致 谢 22
