多量与少价——产品价格份量策略中的促销框架效应

Larger Portions and Lower Price—The Sales Promotion Framing Effects in the Product Price and Portion Strategy

摘要: 随着市场竞争的不断加剧，企业日益重视促销信息展示方式对消费者感知所产生的差异化影响。为探究产品价格与份量信息组合如何影响消费者的合算感知，本文首先对盒马“移山价”事件的相关新闻媒体报道、产品信息及消费者购后评论进行质性分析，将企业在促销活动中主要运用的价格份量策略归纳为“价格未满”与“份量溢出”两类。随后，依据前景理论和促销框架效应，构建了一个双中介模型，并通过三个情景实验探讨了价格份量策略对消费者合算感知的影响机制。研究结果表明：1) 与份量溢出策略相比，消费者对采用价格未满策略的产品感知更为合算；2) 价格未满策略通过增强消费者的损失厌恶、份量溢出策略通过提升消费者的决策信心影响消费者的合算感知；3) 价格竞争信号起调节作用。当促销信息中包含价格竞争信号时，价格未满策略进一步加剧了消费者的损失厌恶，份量溢出策略则进一步增强了消费者的决策信心。本文丰富了促销框架效应领域的研究，为企业深入理解消费者对促销活动的反应和运用促销框架有效影响消费者的合算感知提出了有针对性的营销策略与建议。

Abstract: As market competition continues to intensify, enterprises are increasingly recognizing the differential impacts that the presentation methods of promotional information have on consumer perception. This study aims to investigate how the integration of product pricing and portion information influences consumers’ Cost-Effective Perception. By conducting a qualitative analysis of news reports, product details, and consumer post-purchase reviews related to Hema’s “Yishan” event, we categorize the primary price and portion strategies utilized in promotional activities into two types: “price not full” and “portion overflow”. Based on the Prospect Theory and the Sales Promotion Framing Effects, this study subsequently constructed a dual-mediation model and carried out three scenario experiments to investigate the mediating effects of price portion strategies on consumers’ Cost-Effective Perception. The experiment results suggested that 1) in comparison with the portion overflow strategy, consumers perceive products adopting the price not full strategy as more cost-effective, 2) the price not full strategy heightens consumers’ Loss Aversion and the portion overflow strategy elevates consumers’ Decision-Making Confidence, thereby influencing their Cost-Effective Perception, and 3) the Price Competition Signal functions as a regulatory mechanism. Specifically, when the promotional information incorporates the Price Competition Signal, the price not full strategy further aggravates consumers’ Loss Aversion, while the portion overflow strategy further enhances consumers’ Decision-Making Confidence. This study enriches the research in the field of sales promotion framing effects, and also offers targeted marketing strategies and suggestions for enterprises to profoundly comprehend consumers’ responses to promotional activities and effectively impact consumers’ Cost-Effective Perception through promotional frameworks.