错过促销情境下消费者的价格不公平感知及其对负向购买意愿的影响

发布时间：2018-03-08 01:27

本文选题：错过促销　切入点：价格不公平感知　出处：《东南大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着商业竞争不断加剧,促销成为各大商家用来进行市场竞争的一种重要手段,商家们纷纷推出各种各样的促销活动来吸引消费者。以往有相当多的文献着重探讨促销活动对消费者购买行为的影响,但是本研究针对错过促销的消费者,探讨其在错过促销后的价格不公平感知。本研究欲探讨不同促销类型(降价促销和赠品促销)、折扣幅度、归因厂商程度、产品的价格水平对错过促销的消费者的价格不公平感知的影响,以及折扣幅度与促销类型、归因厂商程度与促销类型对价格不公平感知的交互影响,并进一步探讨价格不公平感知对消费者负向购买意愿的影响。本研究的受测对象是高校大学生与研究生,通过实验设计的方法模拟实际消费情境,数据分析方法采用方差分析及结构方程模式,以验证各项假设检验。本研究的研究发现如下：(1)错过降价促销比错过赠品促销会让消费者产生更高的价格不公平感知。(2)错过高折扣幅度促销比错过低折扣幅度促销会让消费者产生更高的价格不公平感知。但是折扣幅度高低并不影响消费者错过不同促销类型的价格不公平感知的差异。(3)归因厂商程度越高,错过促销的消费者的价格不公平感知越高。但是归因厂商程度高低并不影响消费者错过不同促销类型的价格不公平感知的差异。(4)错过高价值产品的促销比错过低价值产品的促销会让消费者产生更高的价格不公平感知。(5)消费者的价格不公平感知对其负向购买意愿有显著正向影响。根据研究结果,本研究对厂商提出以下管理建议：(1)采用多元化的沟通方式吸引消费者购买,既可以减少错过促销的消费者又可以降低错过促销的消费者将错过的原因归因厂商。(2)为降低错过促销的消费者的价格不公平感知,厂商宜多采用赠品促销的方式。(3)厂商在使用降价促销时不仅要考虑到折扣幅度的吸引力,还应该考虑到促销活动过后折扣幅度引起的与原价之间的价格差异问题,设置一个合适的折扣幅度十分重要。(4)厂商在使用促销手段时,针对高价值产品的促销在折扣幅度的选择上应该更加慎重。
[Abstract]:As business competition intensifies, promotion has become an important means for major businesses to compete in the market. Merchants have launched a variety of promotional activities to attract consumers. In the past, quite a lot of literature focused on the impact of promotional activities on consumers' purchase behavior, but this study focused on consumers who missed the promotion. The purpose of this study is to explore the different types of promotion (price reduction promotion and gift promotion, discount extent, attribution degree, etc.). The impact of product price level on consumers' perception of price unfairness, and the interaction between discount range and sales promotion type, attribution degree and promotion type to price unfairness perception. And to further explore the impact of perception of price inequality on consumers' negative willingness to buy. The subjects of this study are college students and graduate students, and the actual consumption situation is simulated by the method of experimental design. The method of data analysis is based on variance analysis and structural equation model. To verify the hypothetical tests. The study found that: 1) missing the sale of sales than missing the promotion of gifts will make consumers produce a higher perception of price unfairness. 2) missed a high discount range of promotions than missed the range of low discounts. Selling gives consumers a higher perception of price unfairness. But the extent of discount does not affect the difference in perception of price unfairness that consumers miss out on different types of promotions. The higher the perception of price unfairness among the consumers who missed the promotion, the higher the perception of price unfairness. However, the degree of attribution to the manufacturer did not affect the difference in perception of price unfairness among the consumers who missed different types of promotions. 4) the sales promotion that missed the high value product was lower than that missed. Promotion of value products will make consumers have a higher perception of price unfairness.) consumers' perception of price unfairness has a significant positive impact on their willingness to buy in a negative direction. This study proposes the following management advice to manufacturers: 1) to adopt a diversified communication approach to attract consumers to buy. It can reduce both the consumers who miss the promotion and the consumers who miss the promotion to attribute the cause of the missed sales to the manufacturer. (2) to reduce the perception of price unfairness of the consumers who miss the sales promotion, Manufacturers should adopt the method of promotion of gifts more.) when using price reduction promotion, manufacturers should not only consider the attractiveness of the discount range, but also take into account the price difference between the discount range and the original price caused by the discount range after the promotion. It is very important to set a suitable discount range.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55

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