消费者权力感对促销赠品偏好的影响  

The Effects of Consumers' Sense of Power on Preferences for Gift Promotion

作　　者：姚琦 李粤梅 吴章建 Yao Qi;Li Yuemei;Wu Zhangjan(School of Economics and Management,Chongqing Jiaotong University;Business School,Nankai University)

机构地区：[1]重庆交通大学经济与管理学院 [2]南开大学商学院

出　　处：《营销科学学报》2023年第3期141-157,共17页Journal of Marketing Science

基　　金：国家自然科学基金面上项目(编号:72172021、71772021)资助。

摘　　要：赠品促销是商家提升销售业绩的常用方式之一。本研究依据权力感的能动-公共导向模型,探究权力感对消费者促销赠品偏好的影响机制及边界条件。本研究发现,权力感影响消费者对促销赠品类型的偏好,高(vs.低)权力感的消费者更偏好替代型(vs.互补型)赠品(实验1);思维方式中介了权力感对促销赠品偏好的影响(实验2);赠品有无选择发挥了调节作用,在赠品可供选择的条件下,高、低权力感的消费者都偏好替代赠品(实验3)。研究结论丰富和拓展了权力感与促销领域的相关文献,对企业有针对性地设计赠品促销策略具有重要的借鉴价值。Gift promotion is one of the common ways for merchants to improve sales performances.Based on the Agentic-Communal Model of sense of power,this research investigates the impact mechanism and boundary conditions of the effects of consumers'sense of power on consumers'preferences for gift promotion.The research finds that consumers’sense of power affects consumers'preferences for the types of gift promotion,and consumers with high(vs.low)sense of power prefer alternative(vs.complementary)gifts(Experiment 1);thinking style(holistic vs.analytic)mediates this effect(Experiment 2);whether or not there is a choice for gift plays a moderating role.Under the condition that gifts can be chosen,consumers with high and low sense of power both prefer alternative gifts(Experiment 3):The research conclusions not only enrich and expand the literature in the field of sense of power and promotion,but also have important reference value for enterprises to design gift promotion strategies in a targeted manner.

关 键 词：权力感 互补赠品 替代赠品 思维方式 赠品有无选择 

分 类 号：F274[经济管理—企业管理]