促销倒计时中的时间流逝对消费者购买意愿的影响

发布时间：2018-07-03 05:20

  本文选题：促销时间流逝表示精度 + 时间压力　； 参考：《南京大学》2017年硕士论文

【摘要】：在商家的日常运营当中,不论销售情况是否良好,促销是被常常采用以拉动消费的重要手段。随着互联网在人民生活中的引入和普及,线上促销的种种方式也成为各大电商平台刺激消费的常见工具。在主流的电商购物网站上,每逢遇到促销时节,我们都可以看到这样一种现象,即商家在推出促销优惠活动的同时也会设置相应的促销限制时间,并且这些限制时间的流逝表示精度并不一样,大多数是以天、小时、分钟、秒,甚至秒来度量。本应是同样的促销优惠时间,展示给消费者的时间流逝表示精度却不一样,这一点不禁让人怀疑商家是否有意使用了不同的倒计时表示方法以潜移默化的影响消费者的购买决定。本文在梳理了时间压力、消费者购买决策等相关理论文献的基础上,引入了时间压力对决策影响的解释机制用以研究上述问题。文章中一共设计了三个实验来探究促销倒计时流逝的表示精度对消费者购买意愿的影响。实验一主要用以验证倒计时流逝表示精度影响消费者购买意愿的主效应的存在;实验二更换了实验材料用以再次验证主效应的显著性,并对时间压力的中介效应进行了探索;实验三在预实验的基础上研究卷入产品类型与时间流逝表示精度对消费者购买意愿的交互影响。实验结果显示:(1)不同的倒计时流逝表示精度会给消费者的购买意愿产生显著影响:相比起低流逝表示精度来讲,当倒计时流逝表示精度高时,消费者的购买意愿更强;(2)不同的倒计时流逝表示精度会给消费者带去不同的时间压力,且其对消费者购买意愿的影响是通过时间压力的中介作用所引起的;(3)产品类型与时间流逝表示精度会对消费者购买意愿产生显著的交互影响:只有当消费者购买高卷入产品时,促销倒计时流逝表示精度才会对其购买意愿产生显著影响。即当促销倒计时流逝表示精度低时,消费者对高卷入产品的购买意愿较低;而当促销倒计时流逝表示精度高时,消费者对高卷入产品的购买意愿显著提升。本研究分析了促销倒计时流逝表示精度对高卷入产品与低卷入产品的不同影响,探究了时间压力的中介效应,进一步丰富了产品卷入、时间压力、消费者购买决策等相关学术理论研究。在营销实践方面,研究结论指出,通过施予潜在顾客一定的时间压力,合理的利用倒计时流逝的表示方法能够使消费者加大做出冲动性购买行为的概率,从而带给商家更具性价比的促销效果。
[Abstract]:In the daily operation of merchants, no matter whether the sales are good or not, sales promotion is often used to stimulate consumption. With the introduction and popularization of Internet in people's life, online promotion has become a common tool for e-commerce platforms to stimulate consumption. On mainstream e-commerce shopping websites, we can see such a phenomenon whenever we encounter sales promotion season, that is, when merchants launch promotional activities, they also set up corresponding promotional restrictions. And the amount of time passed is not exactly the same, mostly measured in days, hours, minutes, seconds, or even seconds. It was supposed to be the same promotional time, and the time lapse that was shown to the consumer showed that the accuracy was not the same. This raises questions about whether businesses are deliberately using different countdown representations to influence consumer buying decisions in a subtle way. On the basis of combing the relevant theoretical literature of time pressure, consumer purchase decision and so on, this paper introduces the explanation mechanism of time pressure on decision making to study the above problems. In this paper, three experiments are designed to explore the influence of the precision of countdown to consumer's willingness to buy. Experiment 1 is mainly used to verify the existence of the main effect that the precision of countdown time lapse indicates the consumer's willingness to buy. Experiment 2 replaces the experimental materials to verify the significance of the main effect again and probes into the intermediary effect of time pressure. On the basis of the pre-experiment, experiment 3 studies the interaction between the precision of the involved product type and the time lapse expression on the consumer's willingness to buy. The experimental results show that: (1) different precision of countdown lapse indicates a significant impact on consumers' willingness to buy: compared with low lapse precision, when countdown lapse means high precision, Consumers are more willing to buy; (2) different countdown passage means that accuracy will bring different time pressure to consumers. And its influence on consumers' willingness to buy is caused by the intermediary effect of time pressure. (3) the precision of product type and time lapse will have a significant interactive effect on consumers' willingness to buy: only when consumers buy high involvement in the product, Promotion countdown lapse indicates that accuracy will have a significant impact on the purchase intention. That is, when the sales promotion countdown time lapse indicates low precision, consumers have a lower willingness to buy highly involved products, while when the sales promotion countdown flow indicates high precision, consumers' purchase willingness to high involvement products is significantly improved. This study analyzes the different effects of the precision of countdown time lapse on high and low involvement products, probes into the intermediary effect of time pressure, and further enriches the product involvement and time pressure. Consumer purchase decision and other relevant academic theory research. In the aspect of marketing practice, the research conclusion points out that by applying certain time pressure to potential customers, reasonable use of countdown method can make consumers more likely to make impulsive purchase behavior. So that the business more cost-effective promotion effect.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F274
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本文编号：2092549