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。
Based on the dual-systems information processing theory（ affective processing system and cognitive processing system）,this paper attempts to simulate online shopping scene in order to develop a framework for investigating consumers＇ purchase intention in the reciprocal influence between brand familiarity（ high and low）and online promotion（ price promotion and non-price promotion） during online shopping. The results show that for the high familiarity brand,price promotion（ v. s. non-price promotion） can cause consumers＇ purchase intention,and the intervening mechanism is the affective processing system; for the low familiarity brand,nonprice promotion（ v. s. price promotion） can cause consumers＇ purchase intention,and the intervening mechanism is the cognitive processing system.
出处
《北京邮电大学学报（社会科学版）》
CSSCI
2016年第2期31-38,共8页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
关键词
网络促销
品牌熟悉度
信息处理
购买意愿
消费者
online promotion
brand familiarity
information processing
purchase intention
consumer
