摘要
价格促销是商家提高销售量的最常用手段之一,但是它虽能有效地吸引顾客(人气)却不能有效地提高销售量(买气),即能带来人气而不能创造买气。本文从决定购买行为的一个重要方面——购买坚定性入手,探索价格折扣幅度对消费者购买坚定性的影响机制。研究发现,价格折扣幅度是双刃剑:它一方面降低了消费者对未来降价的预期,提高了购买坚定性,而另一方面则提高消费者对商品质量的质疑,从而降低了购买坚定性。本研究对商业企业的促销管理具有启示作用。
Price promotion is one of the mostly used tactics to enhance sales. However, it faces one serious problem that although it is effective in attracting consumers, it is not so effective to enhance sales. This study focuses on one determinant of buying behavior--buying strength, and explores the mechanism through which price discount depth influences buying strength. The results reveal that price promotion depth is a two-edge sword： on the one hand, it can reduce consumers＇ expectation for future promotions, and thus enhance buying strength;on the other hand,it motivates consumers to question the product quality, and consequently hurts buying strength. This research provides insights into promotion management in retailing field.
出处
《经济管理》
CSSCI
北大核心
2010年第1期86-91,共6页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"营销信息在网络环境下的口碑传播机制及其影响研究"(70672067)
国家自然科学基金项目"网络环境下关联消费者的相互影响与购买行为研究"(70972091)
国家自然科学基金项目"趋同性购买行为及成因:群体内他人如何影响消费者的品牌偏好与选择"(70972012)
关键词
价格促销
购买意向
购买坚定性
冲动购买
price promotion
buying intention
buying strength
impulsive buying
