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旅游导刊  2019, Vol. 3 Issue (4): 30-49    DOI: 10.12054/lydk.bisu.120
研究论文     
在线旅游捆绑销售的价格框架对旅游者购买意愿的影响研究——感知交易价值的中介作用与品牌认知的调节作用
吕宁1,2(), 张劲丽1
1.北京第二外国语学院旅游科学学院 北京 100024
2. 北京旅游发展研究基地 北京 100024
A Study on the Impact of Bundled Packages Price Framework on Tourist’s Purchase Intention on the Online Travel Market : The Mediating Effect of Perceived Transaction Value and the Moderating Effect of Brand Knowledge
Ning LV1,2(), Jinli ZHANG1
1.School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
2. Research Center of Beijing Tourism Development, Beijing 100024, China
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摘要:

整合定价与分离定价是在线旅游市场捆绑销售普遍使用的定价策略。本研究以在线旅游市场的捆绑销售现象为切入点,以采取静态捆绑方式的在线旅游企业提供的机酒套餐为研究对象,以品牌认知为调节变量,以感知获得价值与感知交易价值为中介变量,探讨不同价格框架下旅游者购买意愿的差异。研究发现:价格框架对旅游者购买意愿以及感知交易价值具有显著影响,且分离情境下旅游者购买意愿与感知交易价值得分显著大于整合情境下的得分;价格框架对感知获得价值没有显著影响;感知交易价值在价格框架与旅游者购买意愿之间存在部分中介效应;品牌认知在价格框架与购买意愿之间的调节效应显著,若旅游者对企业的品牌认知度较低,不同价格框架下旅游者的购买意愿得分不存在显著差异,若旅游者对企业的品牌认知度较高,分离定价比整合定价能带来更高的购买意愿。

关键词: 价格框架品牌认知感知交易价值感知获得价值购买意愿    
Abstract:

Consolidated and itemized pricing are two pricing strategies widely used on the online travel market. Based on the bundling phenomenon in online tourism market, and taking flight and hotel package provided by the online travel agency with the static bundling method as the research object, this paper investigates the effects of price framework on tourists’ purchase intention by considering brand knowledge as moderator and taking perceived acquisition value and perceived transaction value as mediators.

The results support the hypothesis that price framework has significant influence on tourists' purchase intention and perceived transaction value. In addition, bundles are evaluated more positively when presented with itemized price. There is no significant impact of price framework on perceived acquisition value, and the result shows that perceived transaction value exists the partial mediating effect. Regression analyses reveal that brand knowledge has a significant moderating effect. The findings suggest that there is no significant difference in purchase intention under different price frameworks if tourists’ brand knowledge to OTA is low. On the contrary, if tourists’ brand knowledge to OTA is high, tourists have higher purchase intention as price presentation is itemized price.

Key words: price framework    brand knowledge    perceived transaction value    perceived acquisition value    purchase intention
收稿日期: 2019-01-11 出版日期: 2019-09-09
PACS:  F59  
基金资助: 本研究受北京市社科基金基地项目(项目编号:545001/003)资助
作者简介:

[作者简介] 吕宁(1980— ),女,陕西宝鸡人,北京第二外国语学院副教授,博士,研究方向:旅游经济与休闲经济。E-mail:18227047@qq.com;张劲丽(1994— ),女,山西临汾人,北京第二外国语学院硕士研究生,研究方向:旅游经济与休闲经济

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引用本文:

吕宁, 张劲丽. 在线旅游捆绑销售的价格框架对旅游者购买意愿的影响研究——感知交易价值的中介作用与品牌认知的调节作用[J]. 旅游导刊, 2019, 3(4): 30-49.

Ning LV, Jinli ZHANG. A Study on the Impact of Bundled Packages Price Framework on Tourist’s Purchase Intention on the Online Travel Market : The Mediating Effect of Perceived Transaction Value and the Moderating Effect of Brand Knowledge. Tourism and Hospitality Prospects, 2019, 3(4): 30-49.

链接本文:

https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.120        https://lydk.bisu.edu.cn/CN/Y2019/V3/I4/30

图1  研究模型
表1  携程网“北京—上海4天3晚”机酒套餐产品设计
变量 维度 题项 来源
网站
知名度
我知道该网站的名称
我对该网站的名称很熟悉
该网站很出名
我能很快回想起该网站的名称
Aaker(1991/1996);
Keller(1993);
王海忠、于春玲和赵平
(2006)
网站
形象
产品 该网站的旅游产品性价比高
该网站的旅游产品质量好
该网站的旅游产品种类丰富多样
该网站所提供的服务好(咨询、支付、售后)
该网站的网页页面布局合理、功能齐全、易于操作
刘凤军和王鏐莹(2009);
Biel(1993);
Keller,Heckler &
Houston(1998)
企业 该网站所属企业的管理水平高
该网站所属企业的社会责任感和公益心强
刘凤军和王鏐莹(2009)
个性 我认为这个品牌是可信赖的
我认为这个品牌是专业的
我认为这个品牌是权威的
黄胜兵和卢泰宏(2003)
符号 我对这个品牌的标志(LOGO)印象深刻
我觉得这个品牌的标志形象很生动
我对这个品牌的广告语印象深刻
Aaker(1996)
表2  品牌认知测量问项
变量 题项 来源
感知获得价值 如果我购买了该产品,我会感觉我的钱花得值
我认为我用合理的价格买到了好质量的产品
与我愿意支付的最大价格相比,这个价格传递了好价值
购买该产品是值得的,因为我可以以一个合理的价格去旅游
我很喜欢该产品,因为它以一个合理的价格满足了我的需求
Grewal,Monroe &
Krishnan(1998)
变量 题项 来源
感知交易价值 这笔交易会使我感觉良好
这笔交易会给我一种快乐的感觉
将这两种产品组合起来购买是一笔好交易
将这两种产品组合起来购买是值得的
Grewal,Monroe &
Krishnan(1998)
;
Yadav & Monroe(1993)
购买意愿 我考虑购买此产品的可能性很大
我购买此产品的可能性很大
我购买此产品的意愿很强
Kim,Xu & Gupta(2012);
Grewal,Monroe &
Krishnan(1998)
产品涉入度 我将要购买的产品对我是重要的
我将要购买的产品与我的生活紧密相关
我需要将要购买的产品
我将要购买的产品对我是有意义和有价值的
我将要购买的产品对我来说是有吸引力的
Zaichkowsky(1994)
自我知识评估 与朋友相比,您感觉自己对上海旅游产品的了解程度很高
与专家相比,您感觉自己对上海旅游产品的了解程度很高
Park,Mothersbaugh &
Feick(1994)
表3  其他变量测量问项
核心自变量 控制变量 因变量 F P 均值
价格框架
(整合vs.分离)
涉入度
自我知识评估
购买意愿 14.160 0.000 2.69/3.19
感知交易价值 8.363 0.004 3.10/3.41
感知获得价值 0.439 0.341 3.28/3.42
表4  价格框架对购买意愿及感知交易价值、感知获得价值影响协方差分析
因变量
自变量
购买意愿
标准系数(p值)
感知交易价值
标准系数(p值)
模型1 价格框架 0.205(0.000)
模型2 价格框架 0.159(0.004)
模型3 价格框架 0.077(0.018)
感知交易价值 0.803(0.000)
表5  中介效应回归结果
因变量
自变量
价格框架
标准系数(p值)
品牌认知
标准系数(p值)
价格框架×品牌认知
标准系数(p值)
模型1 购买意愿 (0.000) (0.000) (0.000)
模型2 感知交易价值 (0.001) (0.000) (0.000)
模型3 感知获得价值 (0.223) (0.000) (0.025)
模型4 购买意愿 0.039(0.661)
模型5 购买意愿 0.439(0.000)
表6  调节效应分析结果
假设 假设内容 检验结果
H1 价格框架对旅游者购买意愿具有显著影响 成立
H2 相比于整合定价,分离定价模式更能促进旅游者的购买意愿 成立
H3 价格框架对感知获得价值没有显著影响 成立
H4 价格框架对感知交易价值有显著影响 成立
H5 相比于整合定价,分离定价的感知交易价值更高 成立
H6 感知交易价值在价格框架与旅游者购买意愿之间起中介作用 成立
H7 品牌认知度不同时,价格框架对旅游者购买意愿的影响显著不同 成立
H7a 品牌认知高时,不同价格框架对购买意愿的影响差距小 不成立
H7b 品牌认知低时,不同价格框架对购买意愿的影响差距大 不成立
表7  研究假设检验结果
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