尾数定价一定比整数定价更有效吗？
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摘要
长期以来,以数字“9”结尾的尾数定价策略在营销实践中被广泛应用,在大型商场和超市,特别是近年兴起的网上商场,随处可见类似9.9元、99元、199元、999元定价的商品。因为,以往理论研究和企业实践普遍认为尾数定价是一种有效的心理定价策略,可以让消费者感知到价格便宜,进而显著地提高产品的销售量,效果明显优于整数定价。近年来,尾数定价的应用逐渐延伸到餐饮行业。但是,餐饮业是特殊的服务行业,消费者消费前无法通过价格来准确感知和判断餐厅的质量和性价比,这一点与零售业明显不同。
Schindler、Parsa和Naipaul(2011)针对餐厅菜品尾数定价和整数定价问题,共同对112个餐厅经理展开了调查发现,被调查的大部分餐厅经理认为尾数定价(如99美分或95美分)更能吸引和满足顾客,因为顾客通常会觉得更为便宜。之前大量的研究认为,采取尾数定价更能够增加销量、提高销售额。但是,实际调查发现,被调查的餐厅经理中还有几乎三分之一的人喜欢采用整数定价,而不是采用尾数定价,其中半数以上的高档餐厅(也包括一些便宜餐馆和快餐店)经理表示他们采用整数价格的频率要更高一些。实践中,作者通过实地观察成都的众多餐厅发现,在较多的餐厅里面存在大量使用整数定价的情况,这与尾数定价更能吸引顾客增加销售业绩的传统研究结论不一致,由此引发我们的思考：餐饮业尾数定价和整数定价是否存在特殊规律,同一个菜品定价9.99元与10元的区别是什么?什么情况下传统的尾数定价策略仍然有效?什么情境下整数定价策略更有优势?定价策略在不同价位的餐厅中其作用是否存在区别?这些正是本文重点研究的问题。
本文的实践意义在于：第一,通过比较尾数定价和整数定价两种定价策略的有效性,为营销人员有效使用定价策略提供理论指导。第二,探讨了消费者的零钱态度、价格敏感性和消费者性别和年龄人口统计特征对消费意愿的不同影响,为营销人员有效定价提供操作建议。第三,营销人员在进行餐厅定价时要充分考虑行业不同、地域不同和文化差异等因素,以提高定价策略的针对性和实效性。
本文旨在研究国内餐厅尾数定价和整数定价对消费者消费意愿的影响。通过情境模拟实验方法,测试了256名被试者在高档餐厅和大众餐厅的消费意愿,验证了尾数定价和整数定价两种不同定价策略的有效性。在此基础上分析了消费者的零钱态度和价格敏感性对定价策略与消费者消费意愿关系的调节作用,基于消费者性别、年龄等人口统计变量,探讨了不同特征的消费者面对整数定价和尾数定价策略时消费意愿的差异性。本文研究主要内容包括以下方面：
(1)通过文献梳理,系统回顾定价的基本理论研究、零售商品尾数定价和整数定价研究、消费者的价格认知行为研究等相关文献,为后续研究奠定坚实基础。
(2)基于对已有文献的综述,进行相关理论推导,提出本文的研究假设,并借鉴Kotler的“刺激一反应”模型等消费者购买行为理论模型,提出本研究的理论模型。
(3)采用情境实验方法,确定餐厅菜单为实验刺激物,对研究变量进行了定义和测量,设计调查问卷和实验步骤。在前人研究的基础上,确定了消费者的零钱态度和消费者的价格敏感性量表,并进行了信效度分析。使用SPSS17.0统计分析软件,对实验和问卷收集到的数据进行分析,得出研究结果。
(4)根据数据分析结果,总结餐厅尾数定价和整数定价对消费者消费意愿影响的有效性,消费者的零钱态度和价格敏感性对定价策略与消费者购买意愿关系的调节作用,消费者性别、年龄等人口统计变量对消费意愿影响的差异性。根据研究结论提出实践启示,并说明本研究的局限和未来的研究建议。
本文通过理论分析和实证研究得出以下主要结论：
(1)尾数定价和整数定价在不同餐厅场景下呈现不同效果。高档餐厅实行整数定价时消费者消费意愿更强,效果明显优于尾数定价。大众餐厅实行尾数定价时消费者消费意愿无显著变化,效果并不优于整数定价。
(2)在消费者的零钱态度的调节影响下,餐厅定价策略对消费者消费意愿的影响不同。高档餐厅实行整数定价能显著增强不同零钱态度的消费者的消费意愿,效果优于尾数定价。大众餐厅实行尾数定价对不同零钱态度的消费者的消费意愿没有明显影响,效果并不优于整数定价；大众餐厅实行整数定价对讨厌零钱的消费者更有效,效果优于尾数定价。
(3)在消费者价格敏感性特征的调节影响下,餐厅定价策略对消费者消费意愿的影响不同。高档餐厅实行整数定价时价格敏感性低的消费者消费意愿更强,实行尾数定价时价格敏感性高的消费者消费意愿没有明显变化,整数定价效果优于尾数定价。大众餐厅实行尾数定价时价格敏感性高的消费者消费意愿更强,尾数定价对价格敏感性高的消费者有效。
(4)在消费者性别特征的调节影响下,餐厅定价策略对消费者消费意愿的影响不同。高档餐厅实行整数定价时男性消费者消费意愿更强,即使实施尾数定价,女性消费者的消费意愿也不会显著增加,因此,高档餐厅实行整数定价效果优于尾数定价。大众餐厅实行尾数定价时男性和女性消费者消费意愿都没有明显变化,尾数定价效果并不优于整数定价。
(5)在消费者年龄特征的调节影响下,餐厅定价策略对消费者消费意愿影响不同。高档餐厅实行整数定价能显著增强不同年龄的消费者的消费意愿,整数定价效果优于尾数定价。大众餐厅实行尾数定价对不同年龄的消费者消费意愿都没有显著影响,尾数定价效果并不优于整数定价。
本文的创新点主要集中在以下三个方面：
第一,本研究以国内餐饮业为背景,构建了餐厅定价策略对消费者消费意愿影响的理论框架模型,验证了餐厅尾数定价和整数定价对消费者消费意愿影响的有效性和差异性。研究发现,餐厅实行尾数定价和整数定价对消费者消费意愿的影响效果不同。高档餐厅实行整数定价时消费者消费意愿更强,效果优于尾数定价。大众餐厅实行尾数定价时消费者消费意愿无显著变化,尾数定价效果并不优于整数定价,这一结论与国外一些学者认为的低价餐厅尾数定价更有效的研究结论不一致。我们的结论,深化了餐厅定价策略对消费者消费意愿影响的理解,为中国餐厅营销实践提供了重要的理论指导和管理启示。
第二,为了进一步深入比较餐厅尾数定价和整数定价对消费者消费意愿的影响,本文将消费者零钱态度、消费者的价格敏感性设为调节变量,在这些调节因素影响下,分别验证了餐厅定价策略对消费者消费意愿影响的有效性和差异性。研究发现,在消费者的零钱态度的调节影响下,无论是否讨厌零钱,高档餐厅实行整数定价更有效。在消费者价格敏感性特征的调节影响下,高档餐厅实行整数定价时价格敏感性低的消费者消费意愿更强；即使价格敏感性高的消费者,高档餐厅实行尾数定价也不能显著增加其消费意愿。大众餐厅实行尾数定价时价格敏感性低的消费者消费意愿无明显变化,但价格敏感性高的消费者消费意愿更强,尾数定价对价格敏感性高的消费者有效。
第三,为了进一步厘清餐厅有效定价策略的边界条件,本文研究了消费者性别和年龄人口统计变量对不同定价策略的影响,分别验证了在这些因素影响下,餐厅定价策略对消费者消费意愿影响的差异性。研究发现,在消费者性别特征的调节影响下,高档餐厅实行整数定价时男性消费者消费意愿更强,实行尾数定价时男性和女性消费者消费意愿没有明显变化,整数定价效果优于尾数定价。大众餐厅实行尾数定价时男性和女性消费者消费意愿都没有明显变化,尾数定价效果并不优于整数定价。在消费者年龄特征的调节影响下,高档餐厅实行整数定价能显著增强不同年龄消费者的消费意愿,整数定价效果优于尾数定价。大众餐厅实行尾数定价对不同年龄的消费者消费意愿没有显著影响,尾数定价效果并不优于整数定价。
本论文因受学术水平、时间、精力和不可控因素的影响,研究不可避免地存在着一定的局限性,主要有以下几方面：
(1)研究内容的限制：本文主要研究餐厅定价策略对消费者消费意愿的影响,没有研究促销对定价策略与消费者意愿关系的调节作用,以及消费者的价格感知对定价策略与消费者意愿关系的中介作用。
(2)研究方法的限制：本文采用情境实验方法,实验场景与现实中消费场景明显不同,不一定能使被试进入所希望的状态。比如,实验中对场景和菜单的描述采用文字方法,没有配备影像资料或图片这些更能接近现实消费场景的方法,使被试者在感官上的效果存在偏差。
(3)没有开展其他形式的尾数定价研究。没有研究以数字“6、7、8”结尾的尾数定价效果,特别是不同消费者文化偏好下,消费者对不同尾数的偏好是不同的。
对于未来的研究方向,本文提出如下建议：
第一,将价格促销与尾数定价结合起来研究,将价格促销作为调节变量,验证在价格促销调节因素影响下,餐厅定价策略对消费者消费意愿影响的有效性和差异性。
第二,在构建研究理论模型中引入消费者的价格感知作为中介变量,探讨价格感知对定价策略与消费者消费意愿的中介作用,进一步完善研究理论框架模型。
第三,进一步研究消费者的零钱态度和价格敏感性等调节变量之间的交互作用,进一步探讨在这些调节因素影响下,餐厅定价策略对消费者消费意愿影响的有效性和差异性。
第四,选择现实餐厅进行实验,提高研究的真实性和准确性。以餐厅营销人员为研究对象,进一步从研究方法上完善研究。
99-ending prices in marketing practice has been widely used in recent years. In shopping malls and supermarkets, especially online shopping websites, the use of the99ending in retail prices are quite popular. The reason of its popularity possibly lies in the research implication that99-ending prices is an effective psychological strategy, which gives consumers a cheap price perception. This kind of pricing strategy is better than00-ending prices, as it can significantly increase sales. In recent years, the application of99-ending prices gradually extended to restaurants. However, different from retailing sectors, consumers can't perceive quality before consuming food and services.
Schindler, Parsa and Naipaul (2011) launched an investigation on112restaurant managers about99-ending prices and00-ending prices in restaurants. Most restaurant managers believe that99-ending prices (or95-ending prices) is more attractive to customers, due to cheap price perception of foods and services. Previous studies suggested that99-ending pricing strategy can boost sales. However, a field survey discovered that a third of restaurant managers surveyed like using00-ending pricing strategy, rather than99-ending pricing strategy. Besides, more than half of them are managers in upscale restaurants (including several cheap restaurants and fast food restaurants as well). Field observations in restaurants of Chengdu also revealed that00-ending pricing strategy are frequently used, contrary to the previous research result that99-ending pricing strategy is better than00-ending pricing strategy. Is there a rule of thumb for pricing in restaurants? What is the difference between99-ending prices and00-ending prices? When does99-ending pricing strategy work? When does00-ending pricing strategy work better than99-ending pricing strategy? Is there a difference in pricing strategy in different restaurants? These are precisely the questions this paper tries to answer.
This paper is of practical significance. First, by comparing99-ending pricing strategy and00-ending pricing strategy, the researchers provide suggestions to restaurant marketers about effective usage of pricing strategies. Second, the researchers offer specific suggestions on pricing strategies by examining consumers' attitudes of charges, price sensitivity, as well as demographic characteristics like gender, income and age. Third, marketing practitioners should take industry, geography and culture into consideration when choosing pricing strategies.
This paper aims to study the effect of99-ending pricing strategy and00-ending pricing strategy on consumer's willingness to pay. Through scenario simulation experiments, researchers tested256subjects in high-end restaurants and popular restaurants. Based on these surveys, we tested the moderating role of consumer's attitude to charges and price sensitivity in the effect of pricing strategies on consumers' willingness to pay. Besides, we also tested the effect of gender, income and age on consumers' willingness to pay.
This paper consists of the following contents:
(1) Through literature review, this paper conducted systematic review of pricing theory,99-ending pricing strategy and00-ending pricing strategy, consumers'price perception, laying a solid foundation for further studies.
(2) Drawing on literature on consumer buying behavior model, this paper put forward research hypotheses and theoretical models.
(3) Through situational experimental methods, this paper set menu as experiment stimuli, defined and measured variables, designed questionnaires and experiment steps. Upon previous researches, this research used scales of consumers'attitudes to charges and price sensitivity and conducted reliability and validity test. After data collection, this researcher used SPSS17.0to study the effect of99-ending pricing strategy and00-ending pricing strategy on consumers' willingness to pay.
(4) Based on results of data analysis, this paper summarized the effectiveness of99-ending pricing strategy and00-ending pricing strategy in restaurants, the moderating effect of consumer price sensitivity and attitudes to charges, as well as the different effect of gender, age and income. This paper concluded with limitations and future research directions.
This paper reached the following conclusions through theoretical analysis and empirical studies.
(1) In high-end restaurants and popular restaurants, the effects of99-ending pricing strategy and00-ending pricing strategy on consumers' willingness to pay differ. In high-end restaurants,00-ending pricing strategy is better than99-ending pricing strategy, but in popular restaurants,99-ending pricing strategy is not superior to00-ending pricing strategy.
(2)The moderation effect of consumers' attitudes to charges is not significant. Under the moderating effect of consumers' attitudes to charges, the effect of restaurant's pricing strategies on consumers'willingness to pay differs. In high-end restaurants,00-ending pricing strategy is positively related to consumers' willingness to pay among consumers of different attitudes to charges.00-ending prices is superior to99-ending prices in this context. In popular restaurants, the effect of pricing strategies on consumers' willingness to pay is not significant among consumers of different attitudes to charges. However,00-ending pricing strategy is significantly related to consumers' willingness to pay among consumers dislike charges.
(3) Under the moderating effect of consumer's sensitivity to price, the effect of restaurant's pricing strategies on consumers'willingness to pay differs. In high-end restaurants,00-ending pricing strategy is positively related to consumers' willingness to pay among consumers of low price sensitivity. While99-ending pricing strategy is not significantly related to consumers' willingness to pay among consumers of high price sensitivity. In high-end restaurants,00-ending pricing strategy is superior to99-ending pricing strategy. In popular restaurants,99-ending pricing strategy is significantly related to consumers' willingness to pay among consumers of high price sensitivity.99-ending prices are effective for consumers of high price sensitivity.
(4) Under the moderating effect of consumer's gender, the effect of restaurant's pricing strategies on consumers' willingness to pay differs. In high-end restaurants,00-ending price is significantly related to consumers' willingness to pay. Although99-ending prices is adopted, its effect on consumers' willingness to pay is not significant. Therefore,00-ending prices are superior to99-ending prices in high-end restaurants. In popular restaurants,99-ending price has no significant effect on consumers' willingness to pay, regardless of respondents' gender.
(5) Under the moderating effect of consumer's age, the effect of restaurant's pricing strategies on consumers'willingness to pay differs. In high-end restaurants,00-ending price is significantly related to consumers' willingness to pay among consumers of every age group.00-ending prices is superior to99-ending price. In popular restaurants,99-ending price has no significant effect on consumers' willingness to pay, regardless of respondents'age.
Innovation of this paper lies in the following three aspects:
First, this study focused on domestic food industry, built and verified the model of pricing strategy on consumers' wiliness to pay. This study found that in high-end restaurants and popular restaurants, the effect of99-ending pricing strategy and00-ending pricing strategy on consumers' willingness to pay differs. When00-ending pricing strategy is adopted in high-end restaurants, consumers' willingness to pay is stronger.00-ending prices is superior to99-ending price in high-end restaurants. The effects of99-ending pricing strategy and00-ending pricing strategy are insignificant in popular restaurants, contrary to the previous research result that99-ending pricing strategy is better than00-ending pricing strategy. This result furthers the understanding of pricing strategy and consumers' wiliness to pay, providing theoretical guidance and managerial implications to marketers and practitioners in restaurants.
Second, in order to further understand the effect of99-ending pricing strategy and00-ending pricing strategy on consumers'willingness to pay, this paper incorporated consumers'attitudes to charges and price sensitivity as moderators to access their influences and verified the effect of pricing strategy on consumers' willingness to pay in different moderating context. Empirical results showed that, under the moderating effect of consumers'attitudes to charges,00-ending pricing strategy is more effective in high-end restaurants, no matter how much consumers dislike charges. Under the moderating effect of consumers' sensitivity to prices,00-ending pricing strategy is more effective among consumers of low price sensitivity in high-end restaurants; even among consumers of high price sensitivity,99-ending pricing strategy cannot boost consumers' willingness to pay among consumers of high price sensitivity. In popular restaurants,99-ending pricing strategy has no significant effect on willingness to pay among consumers of low price sensitivity. But99-ending pricing strategy is positively related to willingness to pay among consumers of high price sensitivity.
Third, in order to further clarify effectiveness of the restaurants' pricing strategy, this paper examined the effects of gender, age and income on pricing strategies. The results indicated that under the moderating effect of consumer's gender,00-ending pricing strategy is significantly related to willingness to pay among male consumers, but not significantly related to willingness to pay among female consumers.00-ending pricing strategy is more effective in high-end restaurants.99-ending pricing strategy is not significantly relate to willingness to pay among both male and female consumers.99-ending price is not superior to00-ending prices, that under the moderating effect of consumer's age,00-endign prices in high-end restaurants can boost willingness to pay among consumers of all age groups.00-ending prices is superior to99-ending prices. In popular restaurants,99-ending pricing strategy has no significant effect on willingness to pay among consumers of all age group.99-ending prices is not superior to00-ending prices.
This study inevitably has limitations in the following aspects:
(1) Research content. This paper studied the effects of restaurants' pricing strategies on consumers' willingness to pay. However, several influential factors are not included in this research. For instance, the possible moderating effect of price promotions, and the possible mediating effect of consumers' price perception.
(2) Research Methods. This research adopted situational experimental methods. Experimental settings are different from reality, and the description of experimental settings is mainly in written context, rather than visual context. The written context of experimental settings might be of potential bias on consumers' attitudes and behaviors.
(3) No6-ending,7-ending or8-ending pricing strategy research. This research didn't focus on6-ending,7-ending or8-ending prices and their effects on consumers'willingness to pay. Furthermore, under different consumer culture, their effects on willingness to pay are different.
There are also suggestions for future researches.
First, future researches could assess the moderating effect of price promotion in the effect of restaurants'pricing strategies on the price promotion on consumers' willingness to pay.
Second, future researches can incorporate consumers'price perception as mediator in the effect of restaurants' pricing strategies on consumers' willingness to pay.
Third, future researches may further examine the interaction effect of consumers' attitudes to charges and price sensitivity, and their effects on consumers' willingness to pay.
Fourth, future research could also conduct experiments in restaurants in reality to improve validity and reliability.
Schindler、Parsa和Naipaul(2011)针对餐厅菜品尾数定价和整数定价问题,共同对112个餐厅经理展开了调查发现,被调查的大部分餐厅经理认为尾数定价(如99美分或95美分)更能吸引和满足顾客,因为顾客通常会觉得更为便宜。之前大量的研究认为,采取尾数定价更能够增加销量、提高销售额。但是,实际调查发现,被调查的餐厅经理中还有几乎三分之一的人喜欢采用整数定价,而不是采用尾数定价,其中半数以上的高档餐厅(也包括一些便宜餐馆和快餐店)经理表示他们采用整数价格的频率要更高一些。实践中,作者通过实地观察成都的众多餐厅发现,在较多的餐厅里面存在大量使用整数定价的情况,这与尾数定价更能吸引顾客增加销售业绩的传统研究结论不一致,由此引发我们的思考：餐饮业尾数定价和整数定价是否存在特殊规律,同一个菜品定价9.99元与10元的区别是什么?什么情况下传统的尾数定价策略仍然有效?什么情境下整数定价策略更有优势?定价策略在不同价位的餐厅中其作用是否存在区别?这些正是本文重点研究的问题。
本文的实践意义在于：第一,通过比较尾数定价和整数定价两种定价策略的有效性,为营销人员有效使用定价策略提供理论指导。第二,探讨了消费者的零钱态度、价格敏感性和消费者性别和年龄人口统计特征对消费意愿的不同影响,为营销人员有效定价提供操作建议。第三,营销人员在进行餐厅定价时要充分考虑行业不同、地域不同和文化差异等因素,以提高定价策略的针对性和实效性。
本文旨在研究国内餐厅尾数定价和整数定价对消费者消费意愿的影响。通过情境模拟实验方法,测试了256名被试者在高档餐厅和大众餐厅的消费意愿,验证了尾数定价和整数定价两种不同定价策略的有效性。在此基础上分析了消费者的零钱态度和价格敏感性对定价策略与消费者消费意愿关系的调节作用,基于消费者性别、年龄等人口统计变量,探讨了不同特征的消费者面对整数定价和尾数定价策略时消费意愿的差异性。本文研究主要内容包括以下方面：
(1)通过文献梳理,系统回顾定价的基本理论研究、零售商品尾数定价和整数定价研究、消费者的价格认知行为研究等相关文献,为后续研究奠定坚实基础。
(2)基于对已有文献的综述,进行相关理论推导,提出本文的研究假设,并借鉴Kotler的“刺激一反应”模型等消费者购买行为理论模型,提出本研究的理论模型。
(3)采用情境实验方法,确定餐厅菜单为实验刺激物,对研究变量进行了定义和测量,设计调查问卷和实验步骤。在前人研究的基础上,确定了消费者的零钱态度和消费者的价格敏感性量表,并进行了信效度分析。使用SPSS17.0统计分析软件,对实验和问卷收集到的数据进行分析,得出研究结果。
(4)根据数据分析结果,总结餐厅尾数定价和整数定价对消费者消费意愿影响的有效性,消费者的零钱态度和价格敏感性对定价策略与消费者购买意愿关系的调节作用,消费者性别、年龄等人口统计变量对消费意愿影响的差异性。根据研究结论提出实践启示,并说明本研究的局限和未来的研究建议。
本文通过理论分析和实证研究得出以下主要结论：
(1)尾数定价和整数定价在不同餐厅场景下呈现不同效果。高档餐厅实行整数定价时消费者消费意愿更强,效果明显优于尾数定价。大众餐厅实行尾数定价时消费者消费意愿无显著变化,效果并不优于整数定价。
(2)在消费者的零钱态度的调节影响下,餐厅定价策略对消费者消费意愿的影响不同。高档餐厅实行整数定价能显著增强不同零钱态度的消费者的消费意愿,效果优于尾数定价。大众餐厅实行尾数定价对不同零钱态度的消费者的消费意愿没有明显影响,效果并不优于整数定价；大众餐厅实行整数定价对讨厌零钱的消费者更有效,效果优于尾数定价。
(3)在消费者价格敏感性特征的调节影响下,餐厅定价策略对消费者消费意愿的影响不同。高档餐厅实行整数定价时价格敏感性低的消费者消费意愿更强,实行尾数定价时价格敏感性高的消费者消费意愿没有明显变化,整数定价效果优于尾数定价。大众餐厅实行尾数定价时价格敏感性高的消费者消费意愿更强,尾数定价对价格敏感性高的消费者有效。
(4)在消费者性别特征的调节影响下,餐厅定价策略对消费者消费意愿的影响不同。高档餐厅实行整数定价时男性消费者消费意愿更强,即使实施尾数定价,女性消费者的消费意愿也不会显著增加,因此,高档餐厅实行整数定价效果优于尾数定价。大众餐厅实行尾数定价时男性和女性消费者消费意愿都没有明显变化,尾数定价效果并不优于整数定价。
(5)在消费者年龄特征的调节影响下,餐厅定价策略对消费者消费意愿影响不同。高档餐厅实行整数定价能显著增强不同年龄的消费者的消费意愿,整数定价效果优于尾数定价。大众餐厅实行尾数定价对不同年龄的消费者消费意愿都没有显著影响,尾数定价效果并不优于整数定价。
本文的创新点主要集中在以下三个方面：
第一,本研究以国内餐饮业为背景,构建了餐厅定价策略对消费者消费意愿影响的理论框架模型,验证了餐厅尾数定价和整数定价对消费者消费意愿影响的有效性和差异性。研究发现,餐厅实行尾数定价和整数定价对消费者消费意愿的影响效果不同。高档餐厅实行整数定价时消费者消费意愿更强,效果优于尾数定价。大众餐厅实行尾数定价时消费者消费意愿无显著变化,尾数定价效果并不优于整数定价,这一结论与国外一些学者认为的低价餐厅尾数定价更有效的研究结论不一致。我们的结论,深化了餐厅定价策略对消费者消费意愿影响的理解,为中国餐厅营销实践提供了重要的理论指导和管理启示。
第二,为了进一步深入比较餐厅尾数定价和整数定价对消费者消费意愿的影响,本文将消费者零钱态度、消费者的价格敏感性设为调节变量,在这些调节因素影响下,分别验证了餐厅定价策略对消费者消费意愿影响的有效性和差异性。研究发现,在消费者的零钱态度的调节影响下,无论是否讨厌零钱,高档餐厅实行整数定价更有效。在消费者价格敏感性特征的调节影响下,高档餐厅实行整数定价时价格敏感性低的消费者消费意愿更强；即使价格敏感性高的消费者,高档餐厅实行尾数定价也不能显著增加其消费意愿。大众餐厅实行尾数定价时价格敏感性低的消费者消费意愿无明显变化,但价格敏感性高的消费者消费意愿更强,尾数定价对价格敏感性高的消费者有效。
第三,为了进一步厘清餐厅有效定价策略的边界条件,本文研究了消费者性别和年龄人口统计变量对不同定价策略的影响,分别验证了在这些因素影响下,餐厅定价策略对消费者消费意愿影响的差异性。研究发现,在消费者性别特征的调节影响下,高档餐厅实行整数定价时男性消费者消费意愿更强,实行尾数定价时男性和女性消费者消费意愿没有明显变化,整数定价效果优于尾数定价。大众餐厅实行尾数定价时男性和女性消费者消费意愿都没有明显变化,尾数定价效果并不优于整数定价。在消费者年龄特征的调节影响下,高档餐厅实行整数定价能显著增强不同年龄消费者的消费意愿,整数定价效果优于尾数定价。大众餐厅实行尾数定价对不同年龄的消费者消费意愿没有显著影响,尾数定价效果并不优于整数定价。
本论文因受学术水平、时间、精力和不可控因素的影响,研究不可避免地存在着一定的局限性,主要有以下几方面：
(1)研究内容的限制：本文主要研究餐厅定价策略对消费者消费意愿的影响,没有研究促销对定价策略与消费者意愿关系的调节作用,以及消费者的价格感知对定价策略与消费者意愿关系的中介作用。
(2)研究方法的限制：本文采用情境实验方法,实验场景与现实中消费场景明显不同,不一定能使被试进入所希望的状态。比如,实验中对场景和菜单的描述采用文字方法,没有配备影像资料或图片这些更能接近现实消费场景的方法,使被试者在感官上的效果存在偏差。
(3)没有开展其他形式的尾数定价研究。没有研究以数字“6、7、8”结尾的尾数定价效果,特别是不同消费者文化偏好下,消费者对不同尾数的偏好是不同的。
对于未来的研究方向,本文提出如下建议：
第一,将价格促销与尾数定价结合起来研究,将价格促销作为调节变量,验证在价格促销调节因素影响下,餐厅定价策略对消费者消费意愿影响的有效性和差异性。
第二,在构建研究理论模型中引入消费者的价格感知作为中介变量,探讨价格感知对定价策略与消费者消费意愿的中介作用,进一步完善研究理论框架模型。
第三,进一步研究消费者的零钱态度和价格敏感性等调节变量之间的交互作用,进一步探讨在这些调节因素影响下,餐厅定价策略对消费者消费意愿影响的有效性和差异性。
第四,选择现实餐厅进行实验,提高研究的真实性和准确性。以餐厅营销人员为研究对象,进一步从研究方法上完善研究。
99-ending prices in marketing practice has been widely used in recent years. In shopping malls and supermarkets, especially online shopping websites, the use of the99ending in retail prices are quite popular. The reason of its popularity possibly lies in the research implication that99-ending prices is an effective psychological strategy, which gives consumers a cheap price perception. This kind of pricing strategy is better than00-ending prices, as it can significantly increase sales. In recent years, the application of99-ending prices gradually extended to restaurants. However, different from retailing sectors, consumers can't perceive quality before consuming food and services.
Schindler, Parsa and Naipaul (2011) launched an investigation on112restaurant managers about99-ending prices and00-ending prices in restaurants. Most restaurant managers believe that99-ending prices (or95-ending prices) is more attractive to customers, due to cheap price perception of foods and services. Previous studies suggested that99-ending pricing strategy can boost sales. However, a field survey discovered that a third of restaurant managers surveyed like using00-ending pricing strategy, rather than99-ending pricing strategy. Besides, more than half of them are managers in upscale restaurants (including several cheap restaurants and fast food restaurants as well). Field observations in restaurants of Chengdu also revealed that00-ending pricing strategy are frequently used, contrary to the previous research result that99-ending pricing strategy is better than00-ending pricing strategy. Is there a rule of thumb for pricing in restaurants? What is the difference between99-ending prices and00-ending prices? When does99-ending pricing strategy work? When does00-ending pricing strategy work better than99-ending pricing strategy? Is there a difference in pricing strategy in different restaurants? These are precisely the questions this paper tries to answer.
This paper is of practical significance. First, by comparing99-ending pricing strategy and00-ending pricing strategy, the researchers provide suggestions to restaurant marketers about effective usage of pricing strategies. Second, the researchers offer specific suggestions on pricing strategies by examining consumers' attitudes of charges, price sensitivity, as well as demographic characteristics like gender, income and age. Third, marketing practitioners should take industry, geography and culture into consideration when choosing pricing strategies.
This paper aims to study the effect of99-ending pricing strategy and00-ending pricing strategy on consumer's willingness to pay. Through scenario simulation experiments, researchers tested256subjects in high-end restaurants and popular restaurants. Based on these surveys, we tested the moderating role of consumer's attitude to charges and price sensitivity in the effect of pricing strategies on consumers' willingness to pay. Besides, we also tested the effect of gender, income and age on consumers' willingness to pay.
This paper consists of the following contents:
(1) Through literature review, this paper conducted systematic review of pricing theory,99-ending pricing strategy and00-ending pricing strategy, consumers'price perception, laying a solid foundation for further studies.
(2) Drawing on literature on consumer buying behavior model, this paper put forward research hypotheses and theoretical models.
(3) Through situational experimental methods, this paper set menu as experiment stimuli, defined and measured variables, designed questionnaires and experiment steps. Upon previous researches, this research used scales of consumers'attitudes to charges and price sensitivity and conducted reliability and validity test. After data collection, this researcher used SPSS17.0to study the effect of99-ending pricing strategy and00-ending pricing strategy on consumers' willingness to pay.
(4) Based on results of data analysis, this paper summarized the effectiveness of99-ending pricing strategy and00-ending pricing strategy in restaurants, the moderating effect of consumer price sensitivity and attitudes to charges, as well as the different effect of gender, age and income. This paper concluded with limitations and future research directions.
This paper reached the following conclusions through theoretical analysis and empirical studies.
(1) In high-end restaurants and popular restaurants, the effects of99-ending pricing strategy and00-ending pricing strategy on consumers' willingness to pay differ. In high-end restaurants,00-ending pricing strategy is better than99-ending pricing strategy, but in popular restaurants,99-ending pricing strategy is not superior to00-ending pricing strategy.
(2)The moderation effect of consumers' attitudes to charges is not significant. Under the moderating effect of consumers' attitudes to charges, the effect of restaurant's pricing strategies on consumers'willingness to pay differs. In high-end restaurants,00-ending pricing strategy is positively related to consumers' willingness to pay among consumers of different attitudes to charges.00-ending prices is superior to99-ending prices in this context. In popular restaurants, the effect of pricing strategies on consumers' willingness to pay is not significant among consumers of different attitudes to charges. However,00-ending pricing strategy is significantly related to consumers' willingness to pay among consumers dislike charges.
(3) Under the moderating effect of consumer's sensitivity to price, the effect of restaurant's pricing strategies on consumers'willingness to pay differs. In high-end restaurants,00-ending pricing strategy is positively related to consumers' willingness to pay among consumers of low price sensitivity. While99-ending pricing strategy is not significantly related to consumers' willingness to pay among consumers of high price sensitivity. In high-end restaurants,00-ending pricing strategy is superior to99-ending pricing strategy. In popular restaurants,99-ending pricing strategy is significantly related to consumers' willingness to pay among consumers of high price sensitivity.99-ending prices are effective for consumers of high price sensitivity.
(4) Under the moderating effect of consumer's gender, the effect of restaurant's pricing strategies on consumers' willingness to pay differs. In high-end restaurants,00-ending price is significantly related to consumers' willingness to pay. Although99-ending prices is adopted, its effect on consumers' willingness to pay is not significant. Therefore,00-ending prices are superior to99-ending prices in high-end restaurants. In popular restaurants,99-ending price has no significant effect on consumers' willingness to pay, regardless of respondents' gender.
(5) Under the moderating effect of consumer's age, the effect of restaurant's pricing strategies on consumers'willingness to pay differs. In high-end restaurants,00-ending price is significantly related to consumers' willingness to pay among consumers of every age group.00-ending prices is superior to99-ending price. In popular restaurants,99-ending price has no significant effect on consumers' willingness to pay, regardless of respondents'age.
Innovation of this paper lies in the following three aspects:
First, this study focused on domestic food industry, built and verified the model of pricing strategy on consumers' wiliness to pay. This study found that in high-end restaurants and popular restaurants, the effect of99-ending pricing strategy and00-ending pricing strategy on consumers' willingness to pay differs. When00-ending pricing strategy is adopted in high-end restaurants, consumers' willingness to pay is stronger.00-ending prices is superior to99-ending price in high-end restaurants. The effects of99-ending pricing strategy and00-ending pricing strategy are insignificant in popular restaurants, contrary to the previous research result that99-ending pricing strategy is better than00-ending pricing strategy. This result furthers the understanding of pricing strategy and consumers' wiliness to pay, providing theoretical guidance and managerial implications to marketers and practitioners in restaurants.
Second, in order to further understand the effect of99-ending pricing strategy and00-ending pricing strategy on consumers'willingness to pay, this paper incorporated consumers'attitudes to charges and price sensitivity as moderators to access their influences and verified the effect of pricing strategy on consumers' willingness to pay in different moderating context. Empirical results showed that, under the moderating effect of consumers'attitudes to charges,00-ending pricing strategy is more effective in high-end restaurants, no matter how much consumers dislike charges. Under the moderating effect of consumers' sensitivity to prices,00-ending pricing strategy is more effective among consumers of low price sensitivity in high-end restaurants; even among consumers of high price sensitivity,99-ending pricing strategy cannot boost consumers' willingness to pay among consumers of high price sensitivity. In popular restaurants,99-ending pricing strategy has no significant effect on willingness to pay among consumers of low price sensitivity. But99-ending pricing strategy is positively related to willingness to pay among consumers of high price sensitivity.
Third, in order to further clarify effectiveness of the restaurants' pricing strategy, this paper examined the effects of gender, age and income on pricing strategies. The results indicated that under the moderating effect of consumer's gender,00-ending pricing strategy is significantly related to willingness to pay among male consumers, but not significantly related to willingness to pay among female consumers.00-ending pricing strategy is more effective in high-end restaurants.99-ending pricing strategy is not significantly relate to willingness to pay among both male and female consumers.99-ending price is not superior to00-ending prices, that under the moderating effect of consumer's age,00-endign prices in high-end restaurants can boost willingness to pay among consumers of all age groups.00-ending prices is superior to99-ending prices. In popular restaurants,99-ending pricing strategy has no significant effect on willingness to pay among consumers of all age group.99-ending prices is not superior to00-ending prices.
This study inevitably has limitations in the following aspects:
(1) Research content. This paper studied the effects of restaurants' pricing strategies on consumers' willingness to pay. However, several influential factors are not included in this research. For instance, the possible moderating effect of price promotions, and the possible mediating effect of consumers' price perception.
(2) Research Methods. This research adopted situational experimental methods. Experimental settings are different from reality, and the description of experimental settings is mainly in written context, rather than visual context. The written context of experimental settings might be of potential bias on consumers' attitudes and behaviors.
(3) No6-ending,7-ending or8-ending pricing strategy research. This research didn't focus on6-ending,7-ending or8-ending prices and their effects on consumers'willingness to pay. Furthermore, under different consumer culture, their effects on willingness to pay are different.
There are also suggestions for future researches.
First, future researches could assess the moderating effect of price promotion in the effect of restaurants'pricing strategies on the price promotion on consumers' willingness to pay.
Second, future researches can incorporate consumers'price perception as mediator in the effect of restaurants' pricing strategies on consumers' willingness to pay.
Third, future researches may further examine the interaction effect of consumers' attitudes to charges and price sensitivity, and their effects on consumers' willingness to pay.
Fourth, future research could also conduct experiments in restaurants in reality to improve validity and reliability.
引文
② 资料来源：百度百科.零钱[EB/OL].http://baike.baidu.com/view/14700331htm,2009-07-211.
③ 资料来源：海峡都市报.http://epaper.nhaidu.com/2013-05/28/content 109453.htm,2013-5-28.
④ 资料来源：呼和浩特日报.花着麻烦存着尴尬——零钱=鸡肋?,2011-11-14.
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