抽奖促销与赠券促销有效性比较研究：一个促销价值模型  

Comparative Research on Promotion Attractiveness between Lucky Draw and Coupon: A Promotion-Value Model

作　　者：高充彦[1] 郝辽钢[2] 贾建民[2,3] 

机构地区：[1]对外经济贸易大学国际商学院,北京100029 [2]西南交通大学经济管理学院,成都610031 [3]香港中文大学市场学系,中国香港

出　　处：《管理评论》2009年第12期80-85,100,共7页Management Review

基　　金：国家自然科学基金项目资助(70772001);教育部“长江学者和创新团队发展计划”项目资助(IRT0860)

摘　　要：本文依据展望理论发展了一个促销价值模型,提出了决定抽奖促销比现金券促销更有吸引力的边界条件,并通过两个实验研究获得了验证。研究发现,针对抽奖促销与现金券促销:相对吸引力受到促销设计特点的调节作用,中奖率较大的抽奖促销吸引力小于现金券促销,而中奖率很低的抽奖促销却很可能比现金券促销更有吸引力;相对吸引力受到产品特点的调节作用,对于高价产品低中奖率的抽奖促销比现金券促销更有吸引力,对于低价产品两种促销方式的促销吸引力没有显著差异;相对吸引力受到消费者风险态度的调节作用,对于偏好风险的消费者低中奖率的抽奖促销比现金券促销更有吸引力,对于厌恶风险的消费者现金券促销比低中奖率的抽奖促销更有吸引力。Based on the Prospect Theory, this paper develops a promotion-value model, and identifies the boundary conditions for comparing promotion attractiveness between lucky draw and cash coupon. Two experiments are conducted to verify the model and boundary conditions. Research findings indicate that：（1） the relative attractiveness of lucky draw versus cash coupon is moderated by the characteristics of sales promotion schemes designs, and lucky draw promotion with medium-large winning probabilities is less attractive than cash coupon promotion, while lucky draw promotion with small probabilities can be more attractive than cash coupon protnotion;（2） the relative attractiveness is moderated by the product＇s characteristics, for high-price products lucky draw promotion is more attractive than cash coupon promotion, while for low-price products there is no significant differences in attractiveness between cash coupon and lucky draw promotions; （3） the relative attractiveness is moderated by consumer risk attitudes, for risk-prone consumers lucky draw promotion is more attractive than cash coupon promotion, while for risk-averse consumers cash coupon promotion is more attractive than lucky draw promotion.

关 键 词：促销模型 现金券 抽奖 促销吸引力 展望理论 

分 类 号：F274[经济管理—企业管理]