购后情境下促销类型对顾客购买的影响  

Impact of Promotion Types on Post-purchase Regret under the Post-purchase Situation

作　　者：廖文虎 郑丽娇 汤定娜[2] 周明[3] LIAO Wen-hu;ZHENG Li-jiao;TANG Ding-na;ZHOU Ming(Wuhan Institute of Technology,430205,Wuhan,Hubei,China;Zhongnan University of Economic and Law,430063,Wuhan,Hubei,China;Hubei University,430062,Wuhan,Hubei,China)

机构地区：[1]武汉工程大学,湖北武汉430205 [2]中南财经政法大学,湖北武汉430063 [3]湖北大学,湖北武汉430062

出　　处：《特区经济》2020年第3期112-117,共6页Special Zone Economy

基　　金：国家自然科学基金项目“多渠道零售环境下研究型购物者的感知价值与渠道转换行为研究—零售商与购物者视角”(71272247)。

摘　　要：随着移动电子商务的发展,商家的促销方式越来越多,消费者也每时每刻都在接触到各种促销信息,现有研究大多关注促销对潜在顾客的影响,较少关注新的促销活动对已购顾客态度的影响。本文试图探讨不同的促销类型对于已购顾客的购后后悔的形成有何差异以及其形成的内在机制。研究发现促销类型对已购顾客后悔产生影响,相比于非货币型促销,货币型促销能够使已购顾客产生更为强烈的后悔,交易效用损失起到中介作用。心理折旧对促销类型与交易效用损失之间的关系起到调节作用。在较低的心理折旧水平内,不同促销类型对已购顾客的后悔程度影响显著。在较高的心理折旧水平内,不同的促销类型对已购顾客的后悔程度影响较低。促销频率对交易效用损失和顾客后悔之间起到调节作用。当促销频率较高时,不同的促销类型对已购用户的后悔程度影响显著。当促销频率较低时,不同的促销类型对已购用户的后悔程度影响较低。With the development of mobile e-commerce, there are more and more kinds of business promotion methods, consumers are exposed to all kinds of promotional information every moment. Promotion has always been a hot area of academic research,most of the existing researches focus more on the influence of promotional information on potential customers and less on post-purchase attitudes of purchased customers. this paper attempts to explore how different promotional methods for the purchase of customers regret attitude, what the difference and the internal mechanism are, so we can strengthen the understanding of the field. At the same time, we can put forward some management suggestions on how to remedy the negative emotions of the purchased customers. The study finds that the way of presenting promotional type has an impact on the regret of post-purchase customers, and the monetary promotion can make the purchased customers regret more, perceived loss of transaction utility play an intermediary role. The psychological depreciation plays a regulatory role in the relationship between the presentation of promotional type and the perceived loss of transaction utility.Within a low level of psychological depreciation, the presence of different promotional type has a significant impact on the degree of regret of purchased customers. Within a high level of psychological depreciation,the different promotional messaging frameworks have less impact on the extent of regrets of purchased customers. The frequency of historical promotion plays a regulatory role between loss of perceived transaction utility and post-purchase regret. When the promotion frequency is high, different promotional types have a significant impact on the degree of regret of purchased users. When the promotion frequency is low, the different promotional types has a lower impact on the degree of regret of purchased users.

关 键 词：促销类型 顾客后悔 感知交易效用 心理折旧 促销频率 

分 类 号：F274[经济管理—企业管理] F713.3[经济管理—国民经济]