A Study On The Impact Of Wholesale Pricing Strategies Of B2B Platform On Purchase Intention

In recent years,online procurement platforms have emerged one after another.In the era of rapid development of information economy,the homogenization of products is becoming more and more serious.How to make the products of this enterprise stand out is the key to win the market,in order to win the favor of consumers.Effective pricing strategies become especially important.On the B2B platform,manufacturers as sellers have adopted a variety of wholesale pricing strategies when launching products on the platform,such as:member price,price,step pricing,bundle pricing,and so on.The same product may appear in two different prices in two stores,but the buyer is the product that pays the same price,and the function is the presentation of the pricing form,which is reasonable and flexible.Pricing strategies have become the focus of attention of sellers.This paper takes the purchase volume of the purchaser as the entry point,and studies the influence of different wholesale pricing strategies(one price pricing strategy and step pricing strategy)on purchasing intention.In this paper,the scenario experiment method is used.Two experiments are carried out:experiment one uses 3(purchase batch:large batch/medium batch/small batch)x2(product price:high price product/low price product)between groups.Experimental design;experiment 2 uses 2(purchase batch:large batch/small batch)x 2(batch interval:batch equidistant/batch non-equal distance)inter-group experimental design,and 2(purchase batch:large batch/small batch)x2(price range:price equidistance/price non-equidistant)inter-group experimental design,using SPSS 19.0 for statistical analysis of data,and concluded that:(1)The choice of different purchase batches and wholesale pricing strategies has different influences on the purchase intention of purchasers.The small-lot purchase demand selects the one-stop pricing method to promote the purchase intention,while the large-scale purchase demand chooses the ladder pricing method.Promote the willingness to purchase;(2)the price fair perception has the relationship between the purchase volume and the purchase willingness.Intermediary role;(3)price fairness perception mediates the relationship between stepped pricing strategy and purchasing willingness;(4)the relationship between product type and purchasing batch price perception of price fairness The role of regulation;and(5)the impact of price-based pricing on the perception of price fairness is significantly different.Therefore,the enlightenment of this paper is to adopt an effective wholesale pricing strategy on the B2B platform as an important means to attract consumers.In the process of formulating pricing strategies,not only product cost,competitor price,profit and other factors must be considered,but also The purchaser's purchase volume is included in the key considerations.At the same time,there are some problems in the research,the coverage of the first experimental stimuli is not broad enough,and the wholesale pricing strategy only uses two kinds of research.Finally,I hope that this research can give some advice to the suppliers on the B2B platform about the development of wholesale pricing strategies,and hope to provide some new ideas for scholars who will study the pricing strategy of B2B platform later.