The Influence Of International Adaptation Pricing Strategy On Purchase Intention

In the international marketing environment,Because the different of marketing target, cost structure, revenue, competition situation, the exchange rate, government regulation and other factors, enterprises tend to adopt adaptation pricing strategies to set different prices for different countries, in order to meet different market environment and the consumer demand, so as to realize the long-term corporate profit maximization, but this may not be the case. In the mobile Internet era, more and more information is available. When consumers learned that enterprises sold the sample product at different prices in different countries, they should be consider that the price is not fair, it will have a negative impact on consumer purchase intention. Therefore, to study the effect of adaptation price strategy to consumer purchase intention in the international marketing, is contribute to the enterprise’s price strategy, has a strong practical significance.The existing research about the price strategy of international marketing emphasis on the importance and value of the adaptation price strategy or standardized price strategy, and how to set the price to maximize the profit of the enterprise. For the study of adaptation price strategy impact on consumers is less, the influence mechanism of adaptation pricing strategies on consumer purchase intention is not known, nor discuss how to cop the adaptation price strategy led low purchase intention.Therefore, this paper has a strong theoretical significance.On the basis of literature review and case analysis, the author determines the main research content of this paper as the following three points:(1) In the international marketing environment, adaptation price strategies will produce what kind of impact on consumer’s purchase intention?(2) is all the adaptation price strategy will have an impact on consumers’ willingness to buy? Which factors play role in it?(3) when the adaptation of price strategies lead a low purchase intention of consumers, how the enterprises should to do?Through the case analysis, stand in the position of the domestic consumer, the enterprise’s price strategy is divided into three categories: high price strategy, namely product in the domestic price is higher than the price in foreign; low price strategy, the price in the domestic is lower than the price in foreign;same price strategy, namely product prices in the domestic equal to the price in foreign. Using the price discrimination theory, equity theory, reference theory, attribution theory, agglomeration theory and cognitive dissonance theory, this paper constructs a theory model of the influence of adaptation pricing strategies on consumer purchase intention, use price strategy as the independent variable, the consumer purchase intention as the dependent variable, the perception of price fairness as intermediary variables, this model can analyze the effect mechanism of pricing strategies on consumer purchase intention; make the country of origin as a moderating variable, in the control of product country of origin effect, this paper analysis the product country of origin effect on consumer purchase intention and the perception of price fairness in the adaptation price strategy; and in this framework, this paper explore how to weaken deal with the low purchase intention dual the difference of the price strategy.The experimental method is a research method is widely used in international marketing, the experimental method can find the causal relationship between the variables and control variables, interference, can get the conclusion reliable research. This paper also choice the experimental method. The process is as follows, first through the literature search found that mature and applicable scale, after the two-way translation this paper get measurement scale; followed by a questionnaire to select suitable experimental stimuli, we get 11 kinds of questionnaire; again through a survey of consumers in Chengdu,we get the summary of servey results; then analyzed using SPSS software.Through the analysis of the data, the research results are as follows:First, when enterprises adopt high price strategy, consumer perception of price fairness is lowest, purchase intention is the lowest too; when the enterprises adopt low pricet strategy, price fairness perception and purchase intention is higher than that of the high priced strategy; in the same price strategy, consumer perception of price fairness and purchase intention are the highest.Secondly, the adaptation pricing strategy influence on purchase intention through the perception of price fairness. The consumer perception of price fairness plays a mediating role in the adaptation price strategy and purchase intention.Third, based on the mechanism of the effect of price difference on purchase intention of consumers, this paper further analyzes the influence of country of origin of products on purchase intention and perception of price fairness under the difference of the price strategy. Through use two country which COO effect had no significant difference(Chinese, English) as stimuli, this paper found that the consumer perception of price fairness when local product set high price strategy is significantly lower than that foreign products set high price strategy. And the consumer purchase intention also showed the same trend. Consumer perception of price fairness when domestic products set low price strategy is significantly higher than that of perception of price fairness when foreign products in low price strategy, but in these two cases, there was no significant difference between the consumer’s willingness to buy.Finally, when the price strategy leads to low consumer purchase intention, this paper examines the "interpretation" and "no response" coping strategies. The results show that, compared with no response, if enterprises adopt the interpretation strategy, helps to reduce consumer price unfairness, and enhance their willingness to buy.Summarize the research results and the transformation to research conclusions as follows: firstly, the enterprise should not only from the enterprise itself or the market environment in the choice of price strategy, should be included the consumer perception factors. When the adaptation price strategy makes the consumer alienation in a bad state, will reduce the consumer’s perception of price fairness, and the purchase intention is also decreased. Secondly, this paper argues that, enterprises should enter the foreign market at a higher price, under this price strategy, consumer purchase intention is higher than under a low price strategy, which can help the enterprise profit. Again, when the price strategy leads to low consumer purchase intention, the enterprises should promptly take the interpretation strategy, interpretation strategy can transfer the consumer price reference point, help to improve the consumers’ perception of price fairness, and ultimately enhance the purchase intention.