تاثیر ارائه‎ تفکیکی قیمت محصول در مقایسه با ارائه کلی قیمت آن بر رفتار خریدار (مطالعه موردی فرودگاه مهرآباد)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی-بازاریابی، دانشکده مدیریت، دانشگاه تهران

2 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران

چکیده

قیمت‎گذاری تفکیکی یعنی قیمت محصول را به چند جزء تقسیم کرد ولی نتوان این اجزا را جداگانه خریداری نمود (برای مثال هزینه‎ی مالیات، عوارض و خود محصول). هدف از این مقاله، بررسی تاثیر دو شیوه‏ی ارائه قیمت تفکیکی و کلی محصول بر متغیرهای میانجی از جمله ارزش پیشنهادی درک شده، منصفانه بودن قیمت گذاری و سطوح پیچیدگی می‏باشد. سپس میزان ارتباط بین متغیرهای میانجی ذکر شده با رفتار خرید مسافرین بدست آورده شده است. نتایج بدست آمده حاکی از آن است که ارائه‎ی قیمت بصورت تفکیکی باعث افزایش ارزش پیشنهادی، منصفانه بودن و پیچیده شدن درک قیمت‌گذاری‌ می‏شود و این امر منجر به اثر گذاری مثبت بر رفتار خرید مصرف کننده می‏شود. این مطالعه از نظر هدف کاربردی، از نظر روش توصیفی پیمایشی، از نظر گردآوری داده‎ها کتابخانه‎ای – میدانی و جامعه‏ی آماری مسافرین خطوط هوایی می‎باشند. تعداد نمونه با استفاده از جدول مورگان برآورد شده است. برای اعتباربخشی و تحلیل داده‏های آماری از ضریب آلفا کرونباخ، ضریب همبستگی اسپیرمن و رگرسیون خطی چندگانه به روش گام به گام در نرم افزار اس-پی اس-اس )22( استفاده شده است.

کلیدواژه‌ها


عنوان مقاله [English]

Effect of providing price partition in comparison to offering total price on consumer buying behavior )a case study of mehrabad airport(

نویسندگان [English]

  • Salah Ahmadi 1
  • Mohsen Nazari 2
  • Masoud Afifi 1
چکیده [English]

Price partitioning means the division of product’s price into several components, provided that the components cannot be bought separately .The purpose of this paper,the effect of two methods provide partitioning price and total prices on the mediator variables such as the perceived value , fairness and the levels of complexity pricing that can be taken as a comparison.Then has been achieved the correlation between the mediator variables and buying behavior . Results suggest that partition price increase the fairness , perceived value and level of complexity, therefore partition pricing have positive effect of purchase behavior customer. This study is practical , survey-descriptive method , data collection is a library and statistical society are passengers the airline. The number of samples estimated from table Morgan.Analysis of statistical data of coefficient has been used cronbach alpha, multiple linear regression and Spearman correlation coefficient to the step by step method in SPSS-22 .

کلیدواژه‌ها [English]

  • "Partition and total pricing"
  • " perceive value"
  • " complexity of price"
  • " fairness price"
  • " buying behavior"
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