网络促销方式对消费者购买意愿的影响机制研究
发布时间：2018-11-07 13:06
【摘要】：为了探究消费者在网络购物时品牌熟悉度与商家促销方式对其购买意愿的交互影响,模拟了网络购物情景,利用消费者的双系统信息处理理论(情感处理系统、认知处理系统)对消费者的购买意愿进行分析,检验了品牌熟悉度(高和低)和网络促销方式(价格促销与非价格促销)对消费者购买意愿的交互影响以及作用机制。结果表明,对于高熟悉度品牌,价格促销比非价格促销更能引起消费者的购买意愿,其中介机制为情感处理系统;对于低熟悉度品牌,非价格促销比价格促销更能引起消费者的购买意愿,其中介机制为认知处理系统。
[Abstract]:In order to explore the interaction between the brand familiarity of consumers and the way merchants promote sales on their purchase intention, the online shopping scene is simulated, and the consumer's dual system information processing theory (emotion processing system) is used. The cognitive processing system analyzes consumers' purchase intention and examines the interaction and mechanism of brand familiarity (high and low) and online promotion (price promotion and non-price promotion) on consumers' purchase intention. The results show that, for high familiarity brands, price promotion is more likely than non-price promotion to induce consumers' willingness to buy, and its intermediary mechanism is emotional processing system. For low familiarity brands, non-price promotion is more likely than price promotion to arouse consumers' willingness to buy, and its intermediary mechanism is cognitive processing system.
【作者单位】： 北京邮电大学经济管理学院;
【分类号】：F713.55;F724.6
[Abstract]:In order to explore the interaction between the brand familiarity of consumers and the way merchants promote sales on their purchase intention, the online shopping scene is simulated, and the consumer's dual system information processing theory (emotion processing system) is used. The cognitive processing system analyzes consumers' purchase intention and examines the interaction and mechanism of brand familiarity (high and low) and online promotion (price promotion and non-price promotion) on consumers' purchase intention. The results show that, for high familiarity brands, price promotion is more likely than non-price promotion to induce consumers' willingness to buy, and its intermediary mechanism is emotional processing system. For low familiarity brands, non-price promotion is more likely than price promotion to arouse consumers' willingness to buy, and its intermediary mechanism is cognitive processing system.
【作者单位】： 北京邮电大学经济管理学院;
【分类号】：F713.55;F724.6
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