条件促销中奖励类型对消费者心理逆反的影响研究

发布时间：2018-03-23 12:33

本文选题：条件促销　切入点：心理逆反　出处：《华中科技大学》2015年硕士论文

【摘要】：现实生活中,商家为了增加订单规模、促进产品销售以及增加顾客忠诚度,常常会举办附带有明确购买要求或条件的促销活动,即条件促销。相比于其他类型促销,条件促销明确中强调了消费者为了获取促销优惠待遇或奖励所必须满足的购买条件,因此更容易使消费者察觉到商家试图对自身购买行为的影响和操纵,从而使其感知到自身购物自由和自主性收到了威胁,进而产生心理逆反。本文在对国内外关于条件促销及心理逆反的相关文献进行整理分析的基础上提出了研究假设,并通过情景实验讨论了由条件促销所引起的消费者心理逆反现象。具体而言,本文主要探讨了条件促销活动中的奖励类型对于消费者面对促销活动时的心理逆反的影响、条件促销活动的不同利益水平对于奖励类型和消费者心理逆反间关系的调节作用,以及这种由条件促销所引发的消费者心理逆反对于消费者行为及促销效果的影响。通过对实验数据的统计分析,本研究发现相比于价格折扣,条件促销中提供的赠品奖励会起到较为明显的外部动机的作用,更容易使消费者察觉到商家的操纵意图,从而引发更强的消费者心理逆反。由于只有当促销利益水平适中时,消费者才可能会感知到条件促销中商家的操纵意图,因此我们进一步研究发现只有在此种情况下,上述两种促销活动奖励类型对于消费者心理逆反的影响才具有显著差异。此外,消费者对于条件促销的心理逆反会造成消费者参与促销活动意愿降低,具体表现为其继续搜寻其他商品的意愿降低,从而负面影响促销效果。
[Abstract]:In real life, in order to increase the size of orders, promote product sales and increase customer loyalty, merchants often organize promotional activities with specific purchase requirements or conditions, that is, conditional promotions, compared with other types of promotions. Conditional promotions clearly emphasize the purchase conditions that consumers must meet in order to obtain preferential treatment or incentives for promotion, thus making it easier for consumers to perceive the impact and manipulation of businesses' attempts to purchase their own products. So that they can perceive that their own freedom and autonomy have been threatened, and then produce psychological inversion. This paper puts forward the research hypothesis on the basis of the analysis of the related literature on conditional promotion and psychological inversion at home and abroad. This paper also discusses the psychological reflexivity of consumers caused by conditional sales promotion through situational experiments. In particular, this paper mainly discusses the influence of incentive types in conditional promotions on consumers' psychological inversion in the face of promotional activities. The effect of different benefit levels of conditional promotional activities on the relationship between reward types and consumers' psychological inversion, And the influence of this kind of psychological inversion caused by conditional promotion on consumer behavior and sales promotion effect. Through the statistical analysis of experimental data, this study found that compared with price discount, The gift reward provided in conditional sales promotion will play a more obvious role in external motivation, and it is easier for consumers to perceive the manipulative intention of the business, thus causing a stronger psychological reversal of consumers. Because only when the level of promotion benefits is moderate, Consumers are likely to be aware of the manipulative intent of the merchants in conditional promotions, so we have further studied and found that only in this case, In addition, the psychological reaction of consumers to conditional promotion will result in the decrease of consumers' willingness to participate in promotional activities. Its willingness to continue to search for other goods is reduced, thus negatively affecting the effectiveness of the promotion.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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