满减还是满返?--旅游产品促销框架对旅游者购买意愿的影响研究  

Nonloss or Gain?The Effect of Promotion Framing on Tourists Purchase Intentions

作　　者：刘必强 黎耀奇 翁敏珠 Liu Biqiang;Li Yaoqi;Weng Minzhu

机构地区：[1]格里菲斯大学旅游、体育与酒店管理系,澳大利亚昆士兰黄金海岸4222 [2]中山大学旅游学院,广州510275

出　　处：《复印报刊资料（旅游管理）》2022年第12期40-55,共16页TOURISM MANAGEMENT

基　　金：广东省自然科学基金项目“基于群际情绪-刻板印象-行为趋向系统模型的职业污名形成机制及去污化策略研究”(2021A1515012005);国家留学基金委项目(202006380090)共同资助。

摘　　要：对产品/服务相同的促销信息进行不同的表述,可能会导致消费者决策结果差异,这种现象称为“促销框架效应”。促销框架效应是影响旅游企业营销活动成功与否的重要因素之一,然而,目前较少有学者聚焦旅游者对旅游产品促销框架效应的偏好和响应。为弥补该研究空缺,文章基于框架效应理论,通过3个实验深入探讨了减损型促销框架(如满减促销:满400元减80元)和获利型促销框架(如满返促销:满400元返80元)对旅游者购买意愿的影响及其作用机制。研究发现,由于旅游情境之下个体的损失厌恶偏差更加凸显,因此,相对于获利型促销框架,减损型促销框架更能提升旅游者对旅游产品的购买意愿,并且感知价值在其中发挥了完全中介的作用;进一步,旅游者的调节导向显著调节了促销框架对购买意愿的影响,即对于促进导向的旅游者而言,获利型促销框架对其购买意愿的提升作用反而更强。Promotion framing describes a technique with which the same promotion information is expressed through different but logically similar semantics.Consumers/Tourists tend to react differently to different framing approaches.Such framing strategy has been widely demonstrated to be an effective communication and persuasion approach in shaping audiences'information processing and decision making.To this end,promotion framing(i.e.,nonloss-framed and gain-framed)on the price information of tourism products plays a crucial role in the successful marketing activities of tourism enterprises.As two popular promotion framing strategies in tourism marketing practices,nonloss-framed promotion and gain-framed promotion have been widely seen in the tourism marketplace.The former refers to the price-based promotion information that highlights a discount a consumer can get when an eligible purchase happens,while the latter refers to how much money can be rebated to a consumer after an eligible purchase.Although research on the impact of promotion framing on consumers'responses is receiving increasing scholarly attention,it remains mainly conceptual.In addition,the study of the effectiveness of promotion framing in the tourism field is still in its infancy.There is a need for investigation for a better link between scientific knowledge and corporate marketing decision-making,especially for policy related to product promotion marketing.Because undesirable outcomes could occur when tourism enterprises employ a promotion framing strategy without the guidance of empirical evidence.To address this research gap and industrial dilemma,this study,drawing on Framing Effect Theory,demonstrates that tourists react differently to promotion information of tourism products framed in a nonloss or gain manner.We manipulated nonloss-framed promotion as'￥80 off once purchase up to￥400',with gain-framed promotion being manipulated as'rebate 80 once purchase up to 400'.The results across three scenario-based experiments show that nonloss-framed(vs

关 键 词：促销框架 感知价值 购买意愿 调节导向 实验研究 

分 类 号：F592.6[经济管理—旅游管理] F274[经济管理—产业经济]