不同促销方式下促销购买限制的作用情境研究--框架效应视角  

A Situational Study on the Role of Promotion Purchase Restriction under Different Promotion Types:From the Perspective of Framing Effect Theory

作　　者：王国才[1] 刘文静[1] 王希凤[2] Wang Guocai;Liu Wenjing;Wang Xifeng(Nanjing University,Business School;Economics and Management School,Nanjing University of Technology)

机构地区：[1]南京大学商学院 [2]南京工业大学经济与管理学院

出　　处：《南开管理评论》2023年第4期58-65,I0011,I0012,共10页Nankai Business Review

基　　金：国家自然科学基金项目(71172065);中国特色社会主义经济建设协同创新中心项目;江苏高校哲学社会科学项目(2015SJB084)资助。

摘　　要：促销购买限制是促销效果达成的重要影响因素。本文从框架效应理论的视角探讨了不同促销方式下促销购买限制对消费者购买意向的影响,以及其中的心理作用机制。研究结果发现,促销方式调节了促销购买限制和消费者购买意向之间的作用关系。具体来说,当促销方式为赠品促销时,限时促销相较于限量促销能够产生更高的购买意向,其中促销机会的确定性起到了中介作用;当促销方式为打折促销时,限量促销相较于限时促销能够产生更高的购买意向,其中感知价值起到了中介作用。The purchase restriction of promotion is an important factor for achieving promotion effect.The research on promotion methods mainly focuses on the comparison of promotion effects of different promotion methods,and does not involve the topic of pro-motion purchase restrictions.From the perspective of framing effect theory,this paper explores the influence of purchase restriction on consumers’purchase intention under different promotion types,and the psychological mechanism.The results are as follows.Promotion types regulates the relationship between purchase restriction and consumer’purchase intention.Specifically,when promotion type is premium promotion,time-limited promotion can produce higher pur-chase intention than quantity-limited promotion,in which the certain-ty of promotion opportunity plays an intermediary role;when promo-tion type is discount,quantity-limited promotion can produce higher purchase intention than time-limited promotion,in which perceived value plays a mediating role.People's evaluation of promotional activ-ities depends not only on the value brought by the promotion,but also on the certainty of the promotion opportunity perceived by people,so enterprises can also start from these two aspects to increase the at-tractiveness of promotional activities.This paper not only fills in the relevant research on the promotion subdivision field,but also provides a theoretical basis for the marketing practice activities of enterprises and has certain guiding significance.

关 键 词：促销购买限制 购买意向 促销方式 促销机会的确定性 感知价值 

分 类 号：F274[经济管理—企业管理]