其他摘要 | With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.Methods We designed one pilot study and four online experiments to further evaluate the effect of pricing frame on purchase intention, the effective conditions of product type and its mediation role of anticipatory guilt and its moderating role of regulatory focus. Five groups of experimental materials were selected in pilot study. In Experiment 1a and 1b, all participants were randomly allocated to one of the four groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) between-subjects design to explore the main effect of pricing frame on purchase intention and the moderating role of product type. Two groups of different products and a group of products with the same kind and different functional attributes were used respectively. In Experiment 2, all participants were randomly allocated to one of the four groups in the same design with Experiment 1a and 1b to explore the moderating role of product type and its mediating role of anticipatory guilt. In Experiment 3, all participants were randomly allocated to one of the eight groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) ×2 (regulatory focus: promotion focus vs. prevention focus) between-subjects design to explore how regulatory focus moderated the moderating role of product type.Results The results of Experiment 1a and 1b showed that the main effect of pricing frame on purchase intention was significant, which favored partitioned pricing than combined pricing. Meanwhile, product type moderated the effect of pricing frame on purchase intention. Specifically, compared with combined pricing, partitioned pricing increased the purchase inention for hedonic goods, but not utilitarian goods. Further, in Experiment 2, we found that the moderation effect was fully mediated by anticipatory guilt, which verified a mediated moderation effect. In Experiment 3, we found that regulatory focus moderated the moderating role of product type. Specifically, product type moderated the effect of pricing frame on purchase intention in prevention focus group, but not promotion focus group, which verified a moderated moderation effect.Conclusions With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.Methods We designed one pilot study and four online experiments to further evaluate the effect of pricing frame on purchase intention, the effective conditions of product type and its mediation role of anticipatory guilt and its moderating role of regulatory focus. Five groups of experimental materials were selected in pilot study. In Experiment 1a and 1b, all participants were randomly allocated to one of the four groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) between-subjects design to explore the main effect of pricing frame on purchase intention and the moderating role of product type. Two groups of different products and a group of products with the same kind and different functional attributes were used respectively. In Experiment 2, all participants were randomly allocated to one of the four groups in the same design with Experiment 1a and 1b to explore the moderating role of product type and its mediating role of anticipatory guilt. In Experiment 3, all participants were randomly allocated to one of the eight groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) ×2 (regulatory focus: promotion focus vs. prevention focus) between-subjects design to explore how regulatory focus moderated the moderating role of product type.Results The results of Experiment 1a and 1b showed that the main effect of pricing frame on purchase intention was significant, which favored partitioned pricing than combined pricing. Meanwhile, product type moderated the effect of pricing frame on purchase intention. Specifically, compared with combined pricing, partitioned pricing increased the purchase inention for hedonic goods, but not utilitarian goods. Further, in Experiment 2, we found that the moderation effect was fully mediated by anticipatory guilt, which verified a mediated moderation effect. In Experiment 3, we found that regulatory focus moderated the moderating role of product type. Specifically, product type moderated the effect of pricing frame on purchase intention in prevention focus group, but not promotion focus group, which verified a moderated moderation effect.Conclusions With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.With the development of Internet and e-commerce, some innovative pricing tactics emerge and get widely used as the pricing theory evolves to the customer or demand-based orientation. Meanwhile, pricing frame (like partitioned pricing vs. combined pricing) plays an important role in behavioral decision-making and has great effects on purchase intention. Previous studies found that compared with combined pricing, partitioned pricing prevailed in its influence on purchase intention. Some was based on the framework of cost/benefit trade-offs or price transparency, others were based on heuristic information processing or one specific heuristic which was anchoring and adjustment. However, some extant studies found the reverse results which favored combined pricing. Therefore, researchers summarized the series and categorized them into the different kinds of moderating roles, which included the variables related to price composition, consumer’s characteristics, seller’s reputation and external situations, etc. But the role of product type (hedonic goods vs. utilitarian goods) was seldom investigated. Meantime, some studies found its underlying emotional reactions of consumers before they bought or decided to buy the hedonic goods, which called anticipatory guilt. Most of them were based on the cognitive dissonance theory or justifying strategies. In addition, some studies also found that consumers' regulatory focus also had a matching effect with product type, which was mainly based on the regulatory fit theory. So the main focus of this study was to research the moderation role of product type and its mediation mechanism and the moderation role of regulatory focus, then we developed four hypotheses. Apart from the main effect of pricing frame, a mediated moderation model was constructed to explore how product type influenced the effect of pricing frame on purchase intention and its mediation mechanism, a moderated moderation model was also constructed to explore how regulatory focus influenced the effect of product type.We designed one pilot study and three online experiments to further evaluate the effect of pricing frame on purchase intention, the effective conditions of product type and its mediation role of anticipatory guilt and its moderating role of regulatory focus. Five groups of experimental materials were selected in pilot study. In Experiment 1a and 1b, all participants were randomly allocated to one of the four groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) between-subjects design to explore the main effect of pricing frame on purchase intention and the moderating role of product type. Two groups of different products and a group of products with the same kind and different functional attributes were used respectively. In Experiment 2, all participants were randomly allocated to one of the four groups in the same design with Experiment 1a and 1b but with additional scale of anticipatory guilt to explore the moderating role of product type and its mediating role of anticipatory guilt. In Experiment 3, all participants were randomly allocated to one of the eight groups in the 2 (pricing frame: partitioned pricing vs. combined pricing)×2 (product type: hedonic goods vs. utilitarian goods) ×2 (regulatory focus: promotion focus vs. prevention focus) between-subjects design to explore how regulatory focus moderated the moderating role of product type.The results of Experiment 1a and 1b showed that the main effect of pricing frame on purchase intention was significant, which favored partitioned pricing than combined pricing. Meanwhile, product type moderated the effect of pricing frame on purchase intention. Specifically, compared with combined pricing, partitioned pricing increased the purchase inention for hedonic goods, but not utilitarian goods. Further, in Experiment 2, we found that the moderation effect was fully mediated by anticipatory guilt, which verified a mediated moderation effect. In Experiment 3, we found that regulatory focus moderated the moderating role of product type. Specifically, product type moderated the effect of pricing frame on purchase intention in prevention focus group, but not promotion focus group, which verified a moderated moderation effect.These findings confirmed and extended previous studies suggesting that partitioned pricing prevailed more than combined pricing, especially in the online business context. Moreover, there was some boundary conditions of product type on the effect of partitioned pricing. Furthermore, the emotional reactions of anticipatory guilt was investigated to mediate the interaction effect. Meanwhile, regulatory focus also moderated the moderating role of product type. Our findings contribute to the pricing frame literature by exploring the moderating role of product type and its underlying mediation process and its moderating role of regulatory focus, which can also be a useful guideline for marketing business to adopt the suitable pricing tactics to enhance the purchase intention. |
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