秒杀活动中幸运忠诚效应及失败归因研究
发布时间：2019-02-17 07:59
【摘要】：顾客忠诚是一把双刃剑,为企业带来盈利的同时,也会为企业带来不利影响。比如在秒杀情境下,由于对特殊待遇的期待,忠诚顾客可能会对自身秒杀成功的概率作出错误判断。对此判断偏差产生的前提条件和原因进行探究。通过2个实验,结果表明,当消费者有投入时,感知秒杀成功的概率更高,值得特殊对待在其中起到中介作用。面对秒杀失败,有投入的忠诚顾客更易于对商家产生抱怨;无投入的顾客更可能抱怨秒杀活动本身。
[Abstract]:Customer loyalty is a double-edged sword, which brings profit to enterprises, but also brings adverse effects to enterprises. For example, in a situation of easy defeat, due to the expectation of special treatment, loyal customers may misjudge their probability of easily defeating success. This paper probes into the precondition and reason of the deviation of judgment. Through two experiments, the results show that when consumers have input, perception is more likely to beat success easily, which deserves special treatment to play an intermediary role. Committed loyal customers are more likely to complain about businesses when they easily defeat failure, while non-committed customers are more likely to complain about flash sale activity itself.
【作者单位】： 南开大学商学院;
【基金】：国家自然科学基金资助项目(71372099,71502120) 中央高校专项资金资助项目(96176616)
【分类号】：F274
，
本文编号：2424933
[Abstract]:Customer loyalty is a double-edged sword, which brings profit to enterprises, but also brings adverse effects to enterprises. For example, in a situation of easy defeat, due to the expectation of special treatment, loyal customers may misjudge their probability of easily defeating success. This paper probes into the precondition and reason of the deviation of judgment. Through two experiments, the results show that when consumers have input, perception is more likely to beat success easily, which deserves special treatment to play an intermediary role. Committed loyal customers are more likely to complain about businesses when they easily defeat failure, while non-committed customers are more likely to complain about flash sale activity itself.
【作者单位】： 南开大学商学院;
【基金】：国家自然科学基金资助项目(71372099,71502120) 中央高校专项资金资助项目(96176616)
【分类号】：F274
，
本文编号：2424933
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