在线低折扣回旋镖效应:产品价格与类型的调节作用

摘要/Abstract

摘要： 低折扣回旋镖效应是影响消费者购买决策的重要因素，部分商家认为降价是提升产品销量的有效途径，以致实际效果事与愿违。本文以中国电信翼支付平台中3626位用户的消费行为数据为研究样本，实证检验低折扣对生活非必需品销量影响的回旋镖效应，以及在线环境、产品价格、搜索型产品对两者关系的调节效应。研究发现，低折扣回旋镖效应广泛存在于生活非必需品消费的在线和离线环境，在15%的折扣水平以内，折扣率与产品销量呈现显著的“U”型曲线关系，而在线环境显著加强回旋镖效应；产品价格以及产品类型均显著减弱在线低折扣回旋镖效应，并且在考虑了研究样本自选择问题后研究结论不变。上述结论拓宽了低折扣水平与产品销量关系的研究边界和应用范围，丰富了低折扣回旋镖效应的理论研究，为营销管理者的价格促销策略和渠道选择策略提供了新的经验证据。

关键词: 低折扣, 回旋镖效应, 在线环境, 产品价格, 产品类型

Abstract: Low discount boomerang effect is an important factor affecting consumers′ purchase decisions. Some businesses think that price reduction is an effective way to improve product sales, so that the actual effect goes against their wishes.Based on the data of 3626 users′ consumption behavior in China Telecom Wing payment platform, this paper empirically tests the boomerang effect of low discount on the sales of non necessities of life, and the moderation effect of online environment, product price and search products on the relationship between them.It is found that the boomerang effect of low discount exists widely in the online and offline environment of non essential consumption. Within the 15% discount level, there is a significant “U” shaped curve relationship between discount rate and product sales, while the online environment significantly strengthens the boomerang effect; both the product price and the product type significantly weaken the online boomerang effect of low discount, and the research conclusion remains unchanged after considering the self selection problem of the research sample.These conclusions broaden the research boundary and application scope of the relationship between low discount level and product sales, enrich the theoretical research on boomerang effect of low discount, and provide new empirical evidence for the price promotion strategy and channel selection strategy of marketing managers.

Key words: low discount, boomerang effect, online environment, product price, product type

董晓松，刘霆杰. 在线低折扣回旋镖效应:产品价格与类型的调节作用 [J]. 商业研究.

DONG Xiao-song,LIU Ting-jie. The Boomerang Effect of Online Low Discount: The Moderation Effect of Product Price and Category Interaction [J]. 商业研究.

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