用两步联合法分离价格的替代效应和心理效应:奢侈品应用

IF 5.9 2区 管理学 Q1 BUSINESS
Yao (Alex) Yao , Sha Yang , K. Sudhir
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引用次数: 0

摘要

价格可以对效用产生直接的心理影响,除此之外,价格还可以通过对其他商品可用预算的影响产生标准的间接替代效应。本文提出了一个理论驱动的建模框架,以(i) 从经验上区分和衡量价格的心理效应和替代效应,(ii) 识别心理效应的异质性驱动因素。然后,我们提供了一个两步联合设计来收集必要的数据,以确定模型和估算模型的方法。我们说明了在有消费者购买奢侈品预算数据的情况下,如何利用二手奢侈品购买数据来衡量心理效应和替代效应的建模框架。然后,我们通过收集奢侈品数据和估算模型来说明我们的联合方法。我们发现有三个细分市场具有不同的心理效应驱动因素:价格声望追求、自我奖励和价格声望规避。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Separating substitution and psychological effects of price with a two-step conjoint approach: Application to luxury goods

Price can have direct psychological effects on utility, beyond the standard indirect substitution effect through its impact on the budget available for other goods. This paper proposes a theory driven modeling framework to (i) empirically disentangle and measure the psychological and substitution effects of price, and (ii) identify heterogeneous drivers of the psychological effect. We then provide a two-step conjoint design to collect necessary data to identify the model and a method to estimate it. We illustrate how the modeling framework can be used with secondary luxury purchase data to measure the psychological and substitution effect, when data on consumer budget for the category is available. We then illustrate our conjoint method, by collecting data for the luxury goods and estimating the model. We find three segments with heterogeneous drivers of the psychological effect: price prestige seeking, self-reward, and price prestige avoidance.

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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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