电子商务环境下降价促销对消费行为影响分析  

Impact of Price- off promotion on Consumers Behavior Under the Circumstance of E- commerce

作　　者：陈润[1] 李皞[2] 

机构地区：[1]福建师范大学,福建福州350108 [2]闽江学院,福建福州350108

出　　处：《鸡西大学学报（综合版）》2014年第8期20-22,共3页JOurnal of Jixi University:comprehensive Edition

基　　金：福建省人文社科专项重点课题项目(项目编号:JA11401S)

摘　　要：目前国内电子商务市场竞争非常激烈,各大网上商城纷纷采用各种促销策略来吸引顾客。网页上琳琅满目的促销活动,如:"五折狂欢价""现金红包""满减券"等让消费者不断标榜着自己享受到的种种优惠,同时也让他们落入一个个设计巧妙的非理性消费陷阱。以降价促销所引发的非理性网购消费为核心展开调查。Chinese E-commerce market is extremely competitive , there are a variety of promotional strategies used Sales promotions on the webs , such as ＆quot;50%off Carnival price＆quot;,＆quot;voucher ＆quot;,＆quot;full cut coupons＆quot;, which not only make consumers to feel like that they obtained a lot of benefits through purchasing , but also make consumers fall into the well designed irrational purchasing traps.This paper will investigate irrational consumption by markdowns on online shopping .

关 键 词：电子商务 促销 消费行为 前景理论 任意连贯性 

分 类 号：F713.36[经济管理—产业经济]