6676 
2876随机立减是企业向消费者提供的一种不确定形式的现金折扣，指消费者会基于事先设定的概率因素获得不同金额的折扣。根据呈现的折扣范围不同，随机立减具有不同的策略。文章基于锚定效应和价格公平感知理论，构建了随机立减策略与购买意愿间的影响模型。研究发现：消费者优先以折扣上限作为参考系，呈现折扣上限比呈现折扣下限引起更高的价格不公平感知，使得呈现折扣上限的随机立减模式比仅呈现折扣下限的随机立减模式引起更低的购买意愿；在引入额外参考系后，消费者会以其他消费者获得的折扣金额为参考，使得购买意愿重新提升。本研究在一定程度上弥补了随机立减领域的研究空缺，拓展了价格促销领域的研究范围，并对锚定效应和心理参考系问题的研究进行了重要补充，也有助于指导企业进行更为有效的随机立减策略设计。
随机立减策略对购买意愿的影响：锚定效应与价格公平感知的作用
摘要
参考文献
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引用本文
谢纯雅, 张恩忠, 孙文文. 随机立减策略对购买意愿的影响：锚定效应与价格公平感知的作用[J]. 外国经济与管理, 2022, 44(10): 70-86.
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