Abstract:

Combined pricing and partitioned pricing are two widely used pricing strategies in online transaction In the case of the presence of reference price, the effects of two different pricing frames —combined pricing and partitioned pricing on consumers’ perceived value and buying intention are discussed through experiment The results show that when reference price exists, there is no obvious differences between consumers’ perceived value and buying intention on pricing frames whether it is high-priced or low-priced; when reference price doesn’t exist, consumers are in low cognitive status, and consequently when product price is low, they prefer combined pricing, but the effect of pricing frames is not obvious for high price product The results have reference for the online enterprises

Key words:  reference price, pricing frames, perceived value