中文摘要：

差价返还策略是零售商的一种整体价格宣传策略，是零售商塑造低价格形象以吸引消费者惠顾的重要手段。通过检验零售商实施差价返还策略过程中竞争对手低价格的影响，可发现竞争对手所在范围、差价幅度及低衙潞的次教会对零售商价格形象和消费者惠顾意愿产生影响。

英文摘要：

Price-matching policy is a kind of retailer＇s price strategy that aims to shape low price image and attract consumer patronage. We test the effect of competitor＇s lower price on price image of the retailer and con- sumer patronage intentions with price-matching policy, and investigate the moderating effect of consumer＇s loyalty to the retailer, as well as the mechanism under which competitor＇s lower price affecting retailer＇s price image and consumer patronage intensions.