网店虚假促销对竞争网店溢出效应的影响研究——社交距离的调节作用  

Impact of Deceptive Promotion Spillover Effect on Competitive Online Shops:The Moderating Effect of Social Distance

作　　者：杨洋[1] 杨锐[2] 薛骄龙[3] 王虹[2] YANG Yang YANG Rui XUE Jiao-long WANG Hong(School of Tourism, Sichuan University, Chengdu 610064, China Business School, Sichuan University, Chengdu 610064, China School of Management, Guangdong Ocean University, Zhanjiang 524088, China)

机构地区：[1]四川大学旅游学院,四川成都610064 [2]四川大学商学院,四川成都610064 [3]广东海洋大学管理学院,广东湛江524088

出　　处：《商业经济与管理》2017年第7期53-62,共10页Journal of Business Economics

基　　金：国家自然科学基金项目(71502019);教育部人文社会科学研究基金项目(14YJC630166;14XJA630001)

摘　　要：网店虚假促销不仅影响消费者对焦点网店的购买行为,还可能产生溢出效应,降低竞争网店的促销效果。文章提出虚假促销类型和虚假促销深度这两个虚假促销特征,探索了其对网店虚假促销溢出效应的影响,并研究了社交距离的调节作用。研究发现,虚假促销类型对竞争网店溢出效应的影响存在差异;虚假促销深度正向影响溢出效应的强度;社交距离能调节虚假促销类型和虚假促销深度对竞争网店溢出效应的影响。本文从社交距离理论视角,揭示虚假促销溢出效应的发生条件,为预判和治理网店虚假促销提供理论借鉴。Deceptive promotions not only affect the consumer＇s purchase behavior in the focus online shop,but also create a spillover effect,reducing the effectiveness of the normal promotion of the online shop. This paper analyzes the deceptive promotion type and promotion depth,exploring the impact of these two main features on deceptive promotion spillover effect. The study finds that there are differences in the impact of deceptive promotion types on spillover effects; deceptive promotion depth positively influences the strength of the spillover effect; social distance can moderate the spillover effect of type and depth of deceptive promotion on competitive online shops. From the perspective of psychological distance theory,this article reveals the conditions for the occurrence of deceptive promotion spillover effect,and provides a theoretical reference for prediction and management of deceptive promotions.

关 键 词：虚假促销 溢出效应 社交距离 竞争网店 

分 类 号：F713.50[经济管理—市场营销]