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价格折扣对消费行为的影响：基于整合视野的回顾
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Abstract:
价格折扣促销方式成为当今营销策略的重要手段，主要划分为基于金额和基于百分比的两种价格呈现方式。本文通过文献梳理，首先综述了价格折扣的定义和呈现方式；其次，总结了两种价格折扣在消费前、消费中和消费后的三个阶段对消费行为的影响，并基于认知视角，阐明了价格折扣对消费行为的内在机制；接下来，进一步从消费者、产品因素两个层面梳理了价格折扣对消费行为影响的边界条件；最后，立足实际，展望未来，为商家和消费者提供切实可行的建议，并指明研究方向。
Price discount promotion has become an important means of marketing strategy currently, mainly divided into two price presentation methods: dollar-based deals and percentage-based deals. Firstly, this article reviews the definition and presentations of price discount through literature review; Secondly, it summarizes the influence of the two kinds of price discount on consumer behavior in the whole process of pre-consumption, during consumption and post consumption, and clarifies the internal mechanism of price discount on consumer behavior based on the perspective of cognition; Next, it further combs the boundary conditions of the influence of price discount on consumer behavior from two aspects: consumers and product factors; Finally, based on reality, looking forward to the future, provide practical and feasible suggestions for merchants and consumers, and indicate research directions.
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