限量促销诱发的前瞻性情绪及其作用机制  

Future-oriented emotion induced by limited-quantity promotion and its influence mechanism

作　　者：卢长宝 彭静 李杭 LU Chang-bao;PENG Jing;LI Hang(School of Economics and Management,Fuzhou University,Fuzhou 350108,China;Department of Economics and Management,Fuzhou Software Technology Vocational College,Fuzhou 350003,China)

机构地区：[1]福州大学经济与管理学院,福州350108 [2]福州软件职业技术学院经济管理系,福州350003

出　　处：《管理科学学报》2020年第5期102-126,共25页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71572039)。

摘　　要：为探讨限量促销诱发的前瞻性情绪及其对购买意愿的作用机制,根据促销决策及目标导向型决策理论,在将前瞻性情绪分为"希望、焦虑、预期欣喜和预期后悔"的基础上,结合限量方式、产品类型及限制数量3个因素,借助5个心理学实验进行检验.研究发现:1)生产型限量与销售型限量方式对前瞻性情绪及购买意愿的影响有显著差异,且生产型限量的影响更大;2)限量方式对前瞻性情绪及购买意愿的影响会受到产品类型的调节.炫耀品更适合使用生产型限量促销,非炫耀品更适合使用销售型限量促销;3)在炫耀品情境下,限量方式对前瞻性情绪及购买意愿的影响会受到限制数量的调节;4)在炫耀品情境下,一元线性回归结果显示,希望、焦虑、预期欣喜、预期后悔对购买意愿的影响都显著,但多元线性回归显示,希望的影响最大,预期后悔与预期欣喜紧随其后,而焦虑则不显著.以上研究结论不仅对企业提升限量促销效果有益,而且有助于深入理解前瞻性情绪的作用.The functions and influence mechanism on purchase intention of future-oriented emotions induced by limited-quantity promotion are explored with a literature review based on the theory of goal oriented decision-making and sales promotion.Next,five psychological experiments are conducted to test a series of hypotheses,by classifying future-oriented emotion into hope,anxiety,anticipated rejoice and anticipated regret,and classifying the type of scarcity into quantitative scarcity due to production and quantitative scarcity due to sales.The following empirical results are obtained.First,the intensity of future-oriented emotions and purchase intention induced by two types of scarcity are remarkably different,and the impact of quantitative scarcity due to production is much stronger.Second,the product category plays a moderating role in the impact of types of scarcity.Particularly,the quantitative scarcity due to production is more applicable to sales promotion of conspicuous products,while quantitative scarcity due to sales is more suited to non-conspicuous products.Third,the quantity of scarcity can also moderate the impact caused by the two types of scarcity with conspicuous products.Fourth,the result of simple linear regression confirms that,in the promotional situation of conspicuous products,hope,anxiety,anticipated rejoice and anticipated regret can affect subsequent purchase intention significantly.However,the result of multiple regression reveals that the impact hope exerts on purchase intention is most significant,followed by anticipated regret and anticipated rejoice,while anxiety is not significant.The above research conclusions are not only beneficial for companies to enhance the effect of limitedquantity promotion,but also conducive to further understanding the impact of future-oriented emotions.

关 键 词：限量促销 生产型限量 销售型限量 预支情绪 预期情绪 

分 类 号：F713.55[经济管理—市场营销]