“越便宜越好卖”?——折扣深度与促销方式对促销效果的影响
“More Discount Attract More Buyers”? —Influences of Discount Depth and Promotion Type on Promotion Effects

作者: 李晓岳 , 高峰强 , 刘 宁 :山东师范大学心理学院,山东 济南;

关键词: 折扣深度价格折扣买赠折扣促销效果Discount Depth Price Discount Bonus Pack Promotion Effect

摘要:
目的:探讨折扣深度与促销方式对促销活动的短期效果与长期效果的影响。方法:390名大学生参与了本研究,指导他们想象在某个特定的消费场景中购买一款洗发水。采用量表对促销活动的短期效果与长期效果进行评估。结果:消费者对产品的感知价值会受到折扣深度的影响;在价格折扣中,消费者的购买意向会受到折扣深度的影响,而在买赠折扣中,折扣深度对购买意向的影响不显著;消费者对产品的感知质量和预期未来估价会受到折扣深度与促销方式的双重作用。结论:促销活动的短期效果主要受折扣深度的影响,促销活动的长期效果则会同时受到折扣深度与折扣方式的影响。研究结果启示商家在进行促销活动时,应该合理考虑折扣深度与促销方式以获得最大的短期与长期促销效果。

Abstract: Objective: To study the influences of discount depth and promotion type on short-term and long- term effects of sales promotions. Methods: 390 college students participated in this study, they were asked to imagine purchasing a shampoo under a certain sales promotion situation. We esti-mated short-term and long-term effects of sales promotions with scales. Results: The consumers’ perceived values were affected by discount depth. The consumers’ purchase intention was affected by discount depth in price discounting, while the influence of discount depth on the consumers’ purchase intention was not significant in bonus pack promotion. The consumers’ perceived quality and expected future price were affected by discount depth and promotion type. Conclusion: The short-term effects of sales promotions were mainly affected by discount depth, and the long-term effects of sales promotions were affected by both discount depth and promotion type. Research results indicated that the marketers should consider reasonably about discount depth and promotion type to maximize the short-term and long-term effects of sales promotions.

文章引用: 李晓岳 , 高峰强 , 刘 宁 (2015) “越便宜越好卖”?——折扣深度与促销方式对促销效果的影响。 心理学进展, 5, 376-385. doi: 10.12677/AP.2015.56049

参考文献

[1] 陈文容(2005). 冲动性购买行为对品牌忠诚度的影响研究——以价格促销为冲动诱因实证. 硕士学位论文, 武汉大学, 武汉.

[2] 高晓倩(2012). 价格折扣对消费者感知价值和行为意向的影响. 辽宁工程技术大学学报: 社会科学版, 5期, 461-463.

[3] 关利华, 朱秀丽, 孙蕾(2011). 服装价格折扣形式对消费者内部参考价和感知价值的影响. 浙江理工大学学报, 3期, 362-366.

[4] 郝辽钢(2008). 消费者对促销的反应及促销效果研究. 博士学位论文, 西南交通大学, 成都.

[5] 郝辽钢, 高充彦, 贾建民(2009). 价格折扣呈现方式对促销效果影响的实证研究. 管理世界, 10期, 106-114.

[6] 黄岚, 蒋侃(2014). 网络零售价格促销方式对消费者感知及购买意愿的影响. 广西社会科学, 1期, 78-81.

[7] 江明华, 董伟民(2003). 价格促销的折扣量影响品牌资产的实证研究. 北京大学学报: 哲学社会科学版, 5期, 48-56.

[8] 李晓芳(2013). 促销方式对消费者购买意愿的影响研究. 企业导报, 18期, 103.

[9] 刘红艳, 李爱梅, 王海忠, 卫海英(2012). 不同促销方式对产品购买决策的影响——基于解释水平理论视角的研究. 心理学报, 44期, 1100-1113.

[10] 孙彦, 李纾, 王詠(2007). 促销的心理与行为研究综述. 人类工效学, 4期, 48-50.

[11] 薛霁, 白胜(2009). 价格促销折扣量对品牌资产影响的研究——针对功能性快速消费品. 经营管理者, 6期, 75.

[12] 朱华伟, 黄敏学, 符国群(2010). 价格促销为何只能带来人气而没有买气. 经济管理, 1期, 86-91.

[13] Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38, 102-120.

[14] Della Bitta, A. J., & Monroe, K. B. (1980). A multivariate analysis of the perception of value from retail price advertisements. Advances in Consumer Research, 8, 161-165.

[15] DelVecchio, D., Henard, D. H., & Freling, T. H. (2006). The effect of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing, 82, 203-213.

[16] DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of Marketing, 71, 158-170.

[17] Dodson, J. A., Tybout, A. M., & Sternthal, B. (1978). Impacts of deals and deal retraction on brand switching. Research, 15, 72-81.

[18] Grewal, D., Krishnan, R., & Baker, J. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74, 331-352.

[19] Kalwani, M. U., & Yim, C. K. (1992). Consumer price and promotion expectations: An experimental study. Journal of Marketing Research, 29, 90-100.

[20] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, l- 22.

[21] Leone, R. P., & Srinivasan, S. S. (1996). Coupon face value: Its impact on coupon redemptions, brand sales, and brand profitability. Journal of Retailing, 72, 273-289.

[22] Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 34, 248-261.

[23] Mela, C. F., Jedidi, K., & Bowman, D. (1998). The long-term impact of promotions on consumer stockpiling behavior. Journal of Marketing Research, 35, 250-262.

[24] Monroe, K. B. (1971). Measuring price thresholds by psychophysics and latitudes of acceptance. Journal of Marketing Research, 8, 460-464.

[25] Palazon, M., & Delgado, E. (2009). Effectiveness of price discounts and premium promotions. Psychology and Marketing, 26, 1108-1129.

[26] Raghubir, P., & Corfman, K. (1999). When do price promo-tions affect pretrial brand evaluations? Journal of Marketing Research, 36, 211-222.

[27] Raghubir, P., Inman, J. J., & Grande, H. (2004). The three faces of consumer promotions. California Management Review, 46, 23-42.

[28] Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Marketing Science, 21, 453- 458.

[29] Yeshin, T. (2006). Sales promotion. London: Thomson Learning.

分享
Top