网络展示广告附带价格对消费者内部参考价格的影响

IF 4.2 3区管理学 Q2 BUSINESS

International Journal of Electronic Commerce Pub Date : 2022-06-24 DOI:10.1080/10864415.2022.2076195

H. Shaker, S. Sénécal, Yany Grégoire, S. Taboubi

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引用次数: 2

摘要

摘要本研究的主要目的是调查在线展示广告中的价格信息如何影响消费者的内部参考价格。互联网环境不同于以往的定价研究环境，在这种环境中，消费者将全部或全部意识注意力分配给价格刺激。在这种情况下，消费者将他们的一些注意力分配给广告，但他们这样做是偶然的。在四项研究中，我们发现这些偶然暴露在网上广告中的价格信息会影响IRP。结果表明，在线广告中使用的价格幅度（低或高）决定了价格锚定机制的作用。价格幅度与广告重复和广告类型（价格比较广告与单一价格广告）也会影响消费者的IRP。通过揭示在线展示广告中的这些影响，本研究有助于定价和在线广告研究，并为在线营销人员提供具体见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Effect of Incidental Prices in Online Display Ads on Consumer Internal Reference Price

ABSTRACT The main objective of this research is to investigate how price information in online display advertisements affects the consumer’s internal reference price (IRP). The internet context differs from prior pricing research contexts in which consumers allocate all or none of their conscious attention to price stimuli. In this context, consumers allocate some of their attention to ads, but they do so incidentally. Across four studies, we show that these incidental exposures to price information in online ads influence the IRP. The results suggest that the price magnitude used in the online ad (either low or high) determines the price anchoring mechanism at play. The price magnitude in conjunction with ad repetition and ad type (price comparing ad vs. single price ad) also affect the consumer’s IRP. By uncovering these effects in online display advertising, this research contributes to pricing and online advertising research and provides specific insights for online marketers.

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来源期刊

International Journal of Electronic Commerce 工程技术-计算机：软件工程

CiteScore

7.20

自引率

16.00%

发文量

审稿时长

>12 weeks

期刊介绍： The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines. Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.