优惠券持有状态对品牌好感度的影响机制研究  

作　　者：卢长宝 

机构地区：[1]福州大学经济与管理学院

出　　处：《企业经济》2019年第11期5-13,F0002,共10页Enterprise Economy

基　　金：国家自然科学基金项目面上项目“促销决策前瞻性情绪的构成及作用机制：基于电商限时限量型聚集促销的实证研究”(项目编号：71572039);国家自然科学基金项目面上项目“促销决策的情绪-认知交互作用机制：基于后悔、时间压力和认知闭合需要的实证研究”(项目编号：71172085)

摘　　要：本文以感知价值和主观幸福感代表优惠券禀赋效应引发的认知和情感评价,以品牌好感度代表由持有优惠券而引致的行为倾向,采用心理学实验检验了优惠券持有状态对品牌好感度的影响机制并发现,券面面值和获得概率对感知价值、主观幸福感及品牌好感度有显著的正向影响。主观幸福感和品牌好感度会随时间推移而逐渐减弱。其中,在刚获得时二者程度最高;而与赠予相比,丢失时的主观幸福感更高;与丢失相比,赠予时的品牌好感度更高。此外,感知价值和主观幸福感对品牌好感度有积极的影响。其中,主观幸福感的影响不仅更大,而且在感知价值影响品牌好感度上起到部分中介作用。In this paper,perceived value and subjective well-being are used to represent the recognition and affection evaluation caused by coupon endowment effect,and brand preference is used to represent the behavioral tendency caused by holding coupons.Psychological experiments are used to test the influence mechanism of coupon holding state on brand preference.It is found that the face value and acquisition probability of coupons have significant positive effects on perceived value,subjective well-being and brand preference.The degrees of subjective well-being and brand preference will decrease as time goes on.At the time of getting,the degrees of subjective well-being and brand preference are the highest.Compared with donating status,the degree of subjective well-being in losing status is higher.Compared with losing status,the degree of brand preference in donating status is higher.In addition,perceived value and subjective well-being will influence brand preference positively.Among them,the influence of subjective well-being is not only greater,but also plays a part of intermediary role in perceived value affecting brand good feeling.

关 键 词：优惠券 感知价值 主观幸福感 品牌好感度 禀赋效应 

分 类 号：F713.55[经济管理—市场营销]