竞争感知视角下口碑营销主体的稀缺效应

发布时间：2018-08-09 14:51

【摘要】：有限供给稀缺感知和过量需求稀缺感知较产品数量充足感知更能通过激发增强消费者的竞争感知,从而增加其购买意向。有限供给稀缺感知和过量需求稀缺感知对口碑营销中意见领袖和舆论追求者两种不同主体的吸引力各不相同,由于有限供给稀缺产品意味着能够满足消费者的独特性需求,过量需求稀缺产品则意味着能够满足消费者的归属感需求,因此意见领袖对过量需求和有限供给产品的购买意向差异不明显,而舆论追求者则相反,对过量需求产品呈现出的购买意向远远大于有限供给产品。那么,在稀缺情境下的营销实践中,针对意见领袖和舆论追求者,强调稀缺来源时应做到有的放矢,同时,由于我国是一个强调集体主义的国家,故应更加重视针对舆论追求者的营销策略。
[Abstract]:Limited supply scarcity perception and excessive demand scarcity perception can increase consumers' purchase intention by stimulating and enhancing consumers' competitive perception than sufficient perception of product quantity. Limited supply scarcity perception and excessive demand scarcity perception have different attractiveness to opinion leaders and public opinion suitors in word-of-mouth marketing, because the limited supply of scarce products means that they can meet the unique needs of consumers. Excessive demand for scarce products means meeting consumers' sense of belonging, so opinion leaders do not have significant differences in their purchase intentions between excessive demand and limited supply of products, whereas public opinion suitors have the opposite. The purchase intention of excessive demand products is much larger than that of limited supply products. Well, in the marketing practice of scarcity situation, we should focus on the source of scarcity for opinion leaders and public opinion suitors. At the same time, since our country is a country that emphasizes collectivism, Therefore, we should pay more attention to the marketing strategy for public opinion suitors.
【作者单位】：南开大学商学院;
【基金】：国家自然科学基金项目“产品虚位现象与消费者反应机制的研究”(71372099);国家自然科学基金项目“基于社会-认知视角下道德认同理论的绿色消费研究”(71502120)
【分类号】：F274

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