价格折扣促销方式成为当今营销策略的重要手段,主要划分为基于金额和基于百分比的两种价格呈现方式。本文通过文献梳理,首先综述了价格折扣的定义和呈现方式;其次,总结了两种价格折扣在消费前、消费中和消费后的三个阶段对消费行为的影响,并基于认知视角,阐明了价格折扣对消费行为的内在机制;接下来,进一步从消费者、产品因素两个层面梳理了价格折扣对消费行为影响的边界条件;最后,立足实际,展望未来,为商家和消费者提供切实可行的建议,并指明研究方向。Price discount promotion has become an important means of marketing strategy currently, mainly divided into two price presentation methods: dollar-based deals and percentage-based deals. Firstly, this article reviews the definition and presentations of price discount through literature review;Secondly, it summarizes the influence of the two kinds of price discount on consumer behavior in the whole process of pre-consumption, during consumption and post consumption, and clarifies the internal mechanism of price discount on consumer behavior based on the perspective of cognition;Next, it further combs the boundary conditions of the influence of price discount on consumer behavior from two aspects: consumers and product factors;Finally, based on reality, looking forward to the future, provide practical and feasible suggestions for merchants and consumers, and indicate research directions.
