摘要
买赠和折扣是价格促销中最为常见的两种方式,那么如果促销价值完全相等,哪种促销方式框架对消费者更具吸引力?现在做出判断和远期将来进行判断的结果是否不同?通过三个研究考察了不同价格水平下时间距离对促销方式框架感知价值的影响。结果发现:(1)在高、低价格水平条件下,存在促销方式框架效应,而在中等价格水平条件下,不存在促销方式框架效应。(2)对于高价商品,消费者在近期更偏好买赠框架,远期更偏好折扣框架;而对低价商品,消费者在近期更偏好折扣框架,远期更偏好买赠框架。结果表明,消费者对促销方式框架的偏好受到价格水平和时间距离的影响。
Buying gifts and discount are two most common forms of price promotion. If the promotional value is exactly the same,what kind of promotional framework is more attractive to consumers? Is it different to make a judgment now and to judge in the long run? The influence of time distance on the perceived value of sales promotion framework under different price levels is investigated through three studies. The results show that promotion mode framing effects exist at high and low price levels while such effects do not exist at middle price level; and that for high-price goods,consumers prefer buying gift frames in the near future and prefer discount frames in the far future while for low-price goods,consumers prefer discount frames in the near future and prefer buying gift frames in the far future. All these findings indicate that consumers' preference for promotion mode framework is influenced by price level and time distance.
出处
《山东财经大学学报》
2017年第4期21-31,共11页
Journal of Shandong University of Finance and Economics
基金
山东省应用基础型名校工程建设项目
山东师范大学青年教师科研项目"买赠促销框架对消费者决策的影响--消费心理学的视角"(13SQR014)
山东师范大学人类认知与学习重点实验室建设项目
关键词
价格促销
框架效应
解释水平
时间距离
折扣框架
买赠框架
price sales promotion
framing effect
construal level
temporal distance
price-discount frame
buying-gift frame
