面向信息不对称性的感知时间距离销售促进对购买行为的影响  

Impacts of Perceived Temporal Distance-Based Sales Promotion on Purchasing Behaviors under Information Asymmetry

作　　者：邹鹏[1] 郝连才[1] 李一军[1] 

机构地区：[1]哈尔滨工业大学管理学院,哈尔滨150001

出　　处：《管理科学》2014年第1期65-74,共10页Journal of Management Science

基　　金：国家自然科学基金(70802019;71272174)~~

摘　　要：单纯依赖经济利益刺激消费者购买的销售促进以牺牲利润换来销量,还可能提高消费者的价格敏感性和损害品牌价值。基于心理学的解释水平理论设计新的销售促进方式,在经济利益驱动的基础上融入影响消费者心理的手段,检验感知时间距离对消费者购买行为的影响,采用自然实验方法,根据信息不对称性控制产品特性,以银行客户为对象进行实证检验。研究结果表明,在购买体验产品时,与感知近期时间距离相比,消费者在感知远期时间距离时更重视产品的可取性;与感知远期时间距离相比,消费者在感知近期时间距离时更重视产品的可行性。没有购买同类产品经验的消费者更容易受感知时间距离影响,感知时间距离没有对消费者购买搜索产品行为产生显著影响。在此基础上提出管理建议,以提高营销的效率和效益。The sales promotion relying on monetary benefit pursues sales performance at the cost of profit , which may increase price sensitivity and destroy brand value .Based on construal level theory in psychology to design new approaches for sales promo -tion, we explore the impacts of perceived temporal distance on consumers ′purchasing behaviors by adding means of affecting con-sumer psychology on the basis of driving economic interest .This study , controlling product characteristics according to informa-tion asymmetry , employs the method of natural field experiment and takes clients of commercial banks as research subjects .The results show that：①desirability outweighs feasibility when perceive temporal distance is far rather than near when consumers buy experience products;and ②feasibility outweighs desirability when perceive temporal distance is near rather than far .Consumers without experience of buying similar products are more likely to be affected by perceived temporal distance , while perceived tem-poral distance exerts little influence on customers′behaviors in purchasing search products .We also suggest managerial imple-ment to improve marketing efficiency and profits .

关 键 词：销售促进 感知时间距离 解释水平理论 搜索产品 体验产品 

分 类 号：F713.5[经济管理—市场营销]