网上促销中折扣和稀缺性对购买意愿的影响  

Research on the Impact of Discount Depth and Product Scarcity on Consumers′Purchase Intention in Online Promotion

作　　者：耿黎辉[1] 姚佳佳 GENG Lihui;YAO Jiajia(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《经济与管理》2020年第6期14-21,共8页Economy and Management

基　　金：国家自然科学基金(71490722)。

摘　　要：营销实践中,企业常在提供价格折扣的同时对产品购买可得性作出限制,这已成为企业促进销售的重要手段。基于价格折扣和稀缺性促销,探讨网络促销中折扣幅度和产品稀缺性对消费者感知和购买意愿的影响。研究表明:与高折扣幅度-限时促销相比,高折扣幅度-限量促销下消费者的感知价值和购买意愿更高。与高折扣幅度-限量促销相比,高折扣幅度-限时促销下消费者的感知欺骗性更高。感知欺骗性对购买意愿具有负向影响,感知价值对购买意愿具有正向影响。消费者应合理看待网上价格折扣和稀缺性促销,提高消费理性。企业应合理呈现价格折扣和产品稀缺性信息,优化营销策略,以降低消费者感知欺骗性,提升消费者感知价值和购买意愿。In marketing practice,firms often restrict the purchase availability of products while offering price discounts,which has be⁃come an important marketing strategy for firms to promote sales.Based on price discounts and product scarcity promotion,this paper ex⁃plores the impact of discount depths and product scarcity on consumers′perceived deception,perceived value and purchase intention in online promotion.The results show that compared with high discount and limited-time scarcity promotion,consumers′perceived value and purchase intention are higher in high discount and limited-quantity scarcity promotion.Compared with high discount and limitedquantity scarcity promotion,consumers′perceived deception is higher in high discount and limited-time scarcity promotion.Perceived deception has a negative effect on purchase intention,perceived value has a positive effect on purchase intention.The research suggests that consumers should treat online price discounts and scarcity promotion rationally,and improve consumption rationality.Firms should present price discounts and product scarcity information reasonably,so as to decrease consumers′perceived deception,increase con⁃sumers′perceived value and purchase intention.

关 键 词：折扣幅度 产品稀缺性 感知欺骗性 感知价值 购买意愿 

分 类 号：F713.365[经济管理—产业经济]