大型网络聚集促销决策中前瞻性情绪的诱发机制:限时与限量的调节作用  

The Inducing Mechanism of Future-oriented Emotions in Decision-making of Large Online Agglomeration Promotion:The Moderating Role of Limited Time and Limited Quantity

作　　者：卢长宝 柯维林 庄晓燕 Lu Changbao;Ke Weilin;Zhuang Xiaoyan(School of Economics and Management,Fuzhou University)

机构地区：[1]福州大学经济与管理学院

出　　处：《南开管理评论》2020年第5期28-40,共13页Nankai Business Review

基　　金：国家自然科学基金项目(71572039)资助。

摘　　要：大型网络聚集促销作为零售统一促销活动,已逐步发展为一种全民性的狂欢。为了探究此类促销决策中消费者前瞻性情绪的诱发机制,本研究借助三个心理学实验,探讨了聚集促销规模、限时和限量对预支情绪和预期情绪的影响,结果发现:(1)相较于小规模聚集促销,大规模聚集促销诱发的希望、焦虑、预期欣喜和预期后悔更强烈。(2)限时在聚集促销规模影响希望和焦虑中起到了关键的调节作用。在时间限制短时,大规模聚集促销会诱发更强烈的希望和焦虑。在时间限制长的情况下,希望和焦虑则没有显著性差异。此外,限时对聚集促销规模影响预期欣喜和预期后悔的调节作用并不显著。(3)限量在聚集促销规模影响希望、焦虑和预期后悔中起到调节作用。在采用限量的聚集促销中,希望、焦虑和预期后悔的均值均高于规模诱发的主效应均值,但对预期欣喜的调节作用并不显著。As the peak of unified retail promotion,large online agglomeration promotion(LOAP)which focuses on three main promotional incentives such as limited time(the duration has only one day),limited quantity(the quantity of promotion goods is scarce)and agglomeration scale(many companies pose joint promotion with large scale and multiple categories),has gradually developed into a comprehensive promotion pattern,and induces people with more benefits as well as stirs up consumers’passion to involve in this kind of sales promotion.With the stimuli of future-oriented emotions stepping from expected or unexpected results,LOAP has gradually evolved into a worldwide carnival.In order to figure out the generative mechanism of consumers’future-oriented emotions arising in LOAP,this study explored the path how agglomeration scale,limited time and limited quantity affect consumers’anticipatory emotion and anticipated emotion through three psychological experiments,and the empirical results indicate that:(1)The intensity of hope,fear,anticipated rejoice and anticipated regret induced by LOAP of different agglomeration scales is remarkably different.Compared to small-scale LOAP,large-scale LOAP has a stronger effect.(2)Limited time plays a moderating role in the effect of agglomeration scale on consumers’hope and fear.The more limited the time,the more intense the consumers’hope and fear in the decision-making of LOAP.Otherwise,if the duration is longer,the intensity of consumers’hope and fear will be weaker.Furthermore,the paths how agglomeration scale affects anticipated rejoice and anticipated regret are not significantly moderated by limited time.(3)The limited quantity moderates the impact of agglomeration scale on consumers’hope,fear and anticipated regret.In LOAP with limited quantity,consumers experience stronger hope,fear and anticipated regret.Besides,limited quantity does not significantly influence the path how agglomeration scale affects consumers anticipated rejoice.In general,this study finds the roles

关 键 词：大型网络聚集促销 限时 限量 预支情绪 预期情绪 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]