商家促销刺激对消费者冲动性购后满意度的影响——促销方式及时间变化的角度  

The Effect of Promotion Stimulation on Post-impulsive Buying Satisfaction——An Analysis of Different Sales Promotions Type and Time Variation

作　　者：李亚林[1] 景奉杰[2] 

机构地区：[1]湖北经济学院工商管理学院,武汉430205 [2]华东理工大学商学院,上海200237

出　　处：《管理评论》2014年第3期81-88,共8页Management Review

基　　金：国家自然科学基金项目(70772055;70972018;71272124);教育部人文社科基金项目(13YJC630082)

摘　　要：冲动性购买是现实生活中相当普遍的现象,结合目前研究多围绕"购前行为"这一状况,文章选择以冲动性购后满意度这一"购后行为"作为研究视角,深入分析了促销刺激有无和不同促销方式对消费者冲动性购后满意度的影响。同时,考虑到时间变化对消费者满意度评价的影响,文章亦分析了随着时间的变化,不同促销方式下消费者冲动性购后满意度的变化情况。研究表明,消费者在有促销刺激下发生的冲动性购买较没有促销刺激下发生的冲动性购买具有较高的购后即时满意度,而且进一步分析发现,消费者在非价格刺激下发生的冲动性购买较在价格刺激下发生的冲动性购买的购后即时满意度要高。另外,在引入时间变量后,消费者在不同促销方式下的冲动性购后满意度随时间消退的速度存在显著差异。相比较来看,价格促销引发的冲动性购后满意度随时间消退的速度显著低于非价格促销引发的冲动性购后满意度随时间消退的速度。Impulsive buying is fairly common phenomenon in real life. According to the research status of most focusing on ＂pre-purchase behavior＂, the paper chooses the post-impulsive buying satisfaction as the research perspective and analyzes the effects of different sale promotions on the post-impulsive buying satisfaction. At the same time considering the effect of time variation on satisfaction evaluation the paper also analyzes the change of satisfaction over time. The results show that the impulsive buying driven by promotion stimulation has higher immediate satisfaction than that under no promotion stimulation. Moreover further analysis finds that the impulsive buying driv- en by non-monetary promotion has higher immediate satisfaction than that under monetary promotion. In addition after introduction of the variable of time the post-impulsive buying satisfaction under different sales promotion types fades at different speeds over time. In compar- ison the post-impulsive buying satisfaction driven by monetary promotion fades at lower speed over time than that under non-monetary pro- motion.

关 键 词：促销刺激 促销方式 冲动性购后满意度 

分 类 号：F274[经济管理—企业管理]