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财贸经济  2014 

吉利数字偏好、尾数定价与价格粘性——来自互联网的证据

, PP. 121-132

Keywords: 吉利数字,尾数定价,价格粘性

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Abstract:

本文运用来自“天猫商城”的商品价格数据,对中国商品市场吉利数字偏好存在性、尾数定价模式及其对价格粘性的影响进行研究。结果表明:(1)中国商品市场尾数定价模式主要有三种:8尾数定价、9尾数定价和方便定价,其中最受到偏好的是8尾数定价,同时回避4尾数定价,吉利数字偏好对尾数定价模式具有显著影响。(2)马尔科夫转移动态分析发现,8尾数的稳定性最强,且当期的非8尾数在下期转向8尾数的概率较高。(3)与非8尾数价格相比,8尾数价格的调整更为缓慢,平均调整幅度更大。(4)基于Logit模型的分析表明,8尾数对商品价格粘性具有显著正向影响,“吉利价格”粘性强。相对于9尾数定价和方便定价,8尾数定价模式对价格粘性程度的贡献更大。节日期间零售商注重回避不吉利数字,进一步表明文化背景对商品市场价格粘性的影响。本文的研究为价格粘性来源提供了新的经验证据。

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