A Study Of Consumers’ Purchase Intention Affected By Prcing Strategies Under The Separation Of Monetary Cost

Product pricing strategy is an important magic weapon for enterprises in market competition. People are sentimental to the price perceived, the formation of different expressions of the different price strategy will affect the consumer to the product value and the margin of preference judgments, and caused the different choice of purchase. It is important to study effects of price expression on purchase behavior for researchers. Especially in the e-commerce transactions, the overall pricing and separate pricing thinking become more prominent, and extends to the entity in the area. This article studies the effects of different pricing strategies on consumer perceived value and purchase intention under the case of monetary cost separation.First of all, Aiming at the phenomena of the separation of monetary cost, By combing the perceived value and purchase intention, framing effect related literature, the lessons of the research on customer perceived value theory and framing effects of many scholars, defines the concept of separate pricing strategy and overall pricing strategy. Then use the external cues theory, relationship quality, price of similarity theory, deduction of the research hypothesis and constructed the theoretical model and research hypothesis of different pricing strategies with consumer perceived value, perceived the margin of preference and purchase intention. Using perceived value and perceived the discount rate as intermediary variables, to reveal the effect mechanism of different pricing strategies on consumers’ purchase intention, the intermediary role of perceived value and perception of the margin of preference. Last, through the experiment situation design, explore the regulatory role of similar products on purchase intention in the pricing model, test different pricing strategy in product similarity under the adjustment of preferential margins on perception, perceived value and purchase intention difference.The results of the study show that, in the case of separation of monetary cost, there are significant differences on perceived value, perceived the margin of preference and purchase intention under different pricing strategy. In the overall pricing strategy, consumers’ perceived value, perceived the margin of preference and purchase intention is stronger. Moreover, perceived value, perceived the margin of preference are play the intermediary role. This article discussed the mechanism of impact on consumer behavior, enriches the theory of perceived cost and framing effect, also provides theoretical guidance for the monetary cost of separation under the condition of enterprise pricing strategy.