信息加工视角下移动端与PC端的促销效果差异研究  

Research on the Difference of Promotion Effect between Mobile Terminal and PC Terminal from the Perspective of Information Processing

作　　者：李宗伟 张艳辉[2] 张春凯 LI Zongwei;ZHANG Yanhui;ZHANG Chunkai(Shanghai Institute of Technology,Shanghai,China;East China University of Science and Technology,Shanghai,China)

机构地区：[1]上海应用技术大学经济与管理学院 [2]华东理工大学商学院,上海市200237

出　　处：《管理学报》2021年第10期1533-1542,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71974130);上海市浦江人才计划资助项目(2019PJC096)。

摘　　要：结合"刺激-反应"理论与精细加工可能性模型,以淘宝网打折和旺铺两种方式为例,对移动端与PC端消费者的信息加工与购买决策行为进行比较研究。研究表明:受决策路径选择的影响,打折在移动端更能提高销量,旺铺在PC端更能提高销量;产品信息强度对旺铺的促销效果具有显著正向调节作用;旺铺与PC端的匹配性、打折与移动端的匹配性均受产品特征影响;由于移动端与PC端信息呈现方式存在差异,消费者会采取不同的信息加工路径,最终导致不同的行为反应。Combining the"S-R"theory and the elaboration likelihood model,this study uses Taobao’s discount and Winport as examples to compare the information processing and purchase decision behavior of mobile and PC consumers.The empirical results indicate that:affected by the choice of decision-making path,discount can increase sales more in the mobile terminal and the Winport can increase sales more in PC terminal.Product information intensity has a significant positive regulatory effect on the promotional consequence of Winpor.The match between Winport and PC,the match between discounts and mobile terminal are all affected by product characteristics.Because of the differences in information presentation characteristics between mobile and PC,consumers will adopt different information processing processes,resulting in differences in behavior responses.

关 键 词：在线促销 移动端与PC端 “刺激-反应”理论 信息加工 精细加工可能性模型 

分 类 号：C93[经济管理—管理学]