The Influence Of Partitioned Pricing And Combined Pricing On College Students' Online Purchase Tendency

The emergence and popularization of online shopping is convenient for the public.Online shopping is affected by many factors.The pricing of goods,partitioned pricing or combined pricing,will affect consumers' purchase tendency.The price of goods and the reputation of stores are also factors that consumers consider when they want to buy something.This paper designs scenario-based experiment to explore the influence of pricing strategies on individual purchase intention under different commodity price types and store reputation levels.The results show that:(1)When the price of goods is equal to and higher than the freight,there is a gender difference in individual purchase intention,and the score of male purchase intention is higher than that of female.(2)Under the condition that the price type of goods is lower than freight,equal to freight,higher than freight and far higher than freight,the subjects tend to choose the goods with combined pricing,showing the preference of combined pricing.(3)When the price of goods is not much higher than the freight,men show a higher acceptance of partitioned pricing than women.When the price of goods is much higher than the freight,there is no gender difference.(4)The promotion of store reputation level can promote the purchase intention of individuals,and in different reputation level stores,the overall display of combined pricing preference.(5)When the store's credit rating is high and the price of goods is much higher than the freight,there is no difference between the two pricing strategies in the purchase intention of individuals;however,individuals are still inclined to choose the goods with combined pricing.