促销描述对消费者选择的折中效应的影响研究

发布时间：2018-01-24 19:49

本文关键词： 促销描述信息框架调节匹配折中效应　出处：《河北工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着知识经济的快速发展,市场竞争变得日益激烈,如何准确把握消费者的购买偏好成为了商家和学术界关注的热点问题。许多学者的研究显示,在消费者进行购买决策的过程中,情境因素使消费者的决策过程更加复杂,有着不可忽视的影响作用。而在实际的营销过程中,商家的促销也五花八门、层出不穷。究竟怎样的促销描述可以使产品有效地引发消费者的选择?如何设计促销描述可以改变消费者选择的情境效应呢?对这些问题的回答可以帮助商家更好地设计促销描述使其最大化地发挥效用,从而有效地影响消费者的感知和选择偏好,有着非常重要的理论和实践意义。本研究检验了不同的调节定向影响下,促销描述对消费者选择的折中效应的弱化作用。首先,介绍了调节定向、信息框架以及折中效应的概念、相关理论和研究模型。然后,针对研究假设进行了实证研究。由于实验法具有较高的内部效度,调查问卷具有较高的外部效度,所以本研究结合这两种方法进行了数据的收集。接着,运用SPSS软件分析、探究并验证了提出的研究假设。研究结果显示,促销描述会减弱消费者选择的折中效应的程度、甚至使折中效应消失;调节定向与促销描述会影响消费者的选择偏好;而且,相对于调节不匹配来说,消费者的调节定向与促销描述的信息框架类型形成的调节匹配会对折中效应的影响更大。最后,结合本文的研究结果,从促销描述的设计与运用、产品选项的设置与陈放、调节定向的控制与追踪及销售人员的沟通与劝诱四个方面对商家提供了具有实践参考价值的营销建议。本研究的创新点在于:(1)延续了Higgins提出的关于调节匹配理论的研究,并且创新性地将此理论运用到了消费者选择的情境效应的研究中;(2)首次将促销信息框架理论和调节定向理论引入消费者选择的折中效应研究,丰富了折中效应的前置变量关系研究。
[Abstract]:With the rapid development of knowledge economy, the market competition is becoming increasingly fierce. How to accurately grasp the consumer's purchase preferences has become a hot issue in business and academic circles. In the process of consumer purchase decision, the situation factors make the decision-making process more complex, which can not be ignored. However, in the actual marketing process, the promotion of merchants is also varied. There is an endless stream of products. What kind of promotional description can be used to effectively trigger consumer choice? How to design a promotional description that can change the contextual effects of consumer choices? The answers to these questions can help businesses to better design promotional descriptions to maximize their effectiveness, thus effectively affecting consumer perception and preferences. It has very important theoretical and practical significance. This study examines the weakening of the eclectic effect of sales promotion description on consumers' choice under the influence of different regulation orientation. First, it introduces the adjustment orientation. Information framework and the concept of compromise effect, relevant theories and research models. Then, the empirical study on the research hypothesis. Because the experimental method has a higher internal validity, the questionnaire has a higher external validity. So this study combines these two methods to collect the data. Then, using SPSS software analysis, explore and verify the proposed research hypotheses. The results show that. The sales promotion description will weaken the degree of the eclectic effect of the consumer's choice, even make the compromise effect disappear; Adjusting orientation and sales promotion will affect the choice preference of consumers; Moreover, compared with the adjustment mismatch, the adjustment matching formed by the information frame type of consumer orientation and sales promotion description will have a greater impact on the compromise effect. Finally, combined with the results of this paper. From the design and use of promotional description, product options set with Chen Fang. The control and tracking of adjusting orientation and the communication and persuasion of sales personnel provide the marketing advice with practical reference value to the business. The innovation of this study lies in: 1). It continues the research on the adjustment matching theory proposed by Higgins. And creatively apply this theory to the study of the contextual effect of consumer choice; 2) the theory of promotional information framework and the theory of regulation orientation are introduced into the study of the eclectic effect of consumer selection for the first time, which enriches the research on the relationship between the leading variables of the eclectic effect.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.3;F713.55

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