反事实思维视角下限时促销对旅游直播消费者即时购买意愿的影响机制研究  

Research on the Mechanism of Time-Limited Promotion on Consumers’Intention to Purchase in Tourism Livestreaming Marketing from the Perspective of Counterfactual Thinking

作　　者：王雨晨 WANG Yuchen(School of Tourism,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学旅游学院,海南海口570228

出　　处：《旅游导刊》2024年第1期60-81,共22页Tourism and Hospitality Prospects

基　　金：国家社会科学基金西部项目“西北民族旅游村寨巩固脱贫攻坚成果与乡村振兴有效衔接的现状调查研究”(项目编号:22XMZ044);海南省高等学校教育教学改革研究一般项目“‘人工智能+教育’生态系统建设与智慧型人才培养模式的创新”(项目编号:Hnjg2023-29);海南大学教育教学研究课题“‘人工智能+教育’生态系统建设与智慧型人才培养模式的创新”(项目编号:hdjy2318);江苏省研究生科研创新项目“环境信息披露、绿色创新与企业投资效率——基于市场化进程的门槛效应”(项目编号:KYCX23_3004)共同资助。

摘　　要：限时促销作为一种条件促销模式,已成为提升旅游直播营销效果的重要手段,但已有研究较少关注旅游直播领域的限时促销。为弥补现有研究不足,探究旅游直播中限时促销对消费者即时购买决策的影响机制,本文以目标导向行为理论为基础,从反事实思维视角,通过两项情景实验对此进行了剖析,研究发现:(1)旅游直播限时促销能够直接激发消费者的即时购买意愿,其中限时折扣形式比限时赠品效果更好;(2)当消费者具有较强的上行反事实思维时,旅游直播限时促销能够诱发消费者的预期作为后悔,从而降低即时购买意愿;(3)当消费者具有较强的下行反事实思维时,旅游直播限时促销能够诱发消费者的预期不作为后悔,从而提升即时购买意愿。研究结果揭示了旅游直播限时促销所具有的双面性,丰富了旅游直播营销的相关研究,可为旅游企业合理采取网络促销措施提供启示。Time-limited promotion—as a conditional promotion model—has become an important means to improve the marketing effect of tourism live streaming.However,few studies have focused on the time-limited promotion of tourism live streaming.To compensate for the lack of relevant research and explore the infl uence mechanism of time-limited promotion on consumers’real-time purchase decisions in tourism live streaming,this study analyzes the subject matter through two scenario experiments based on goal-oriented behavior theory and from the perspective of counterfactual thinking.The results indicate the following;First,the time-limited promotion of live streaming can directly stimulate consumers’intention to purchase,and the time-limited discount is a more effective marketing means than the timelimited giveaway.Second,when consumers engage in strong upward counterfactual thinking,the time-limited promotion of tourism live streaming can induce their anticipated regrets,thereby reducing their intention of immediate purchase.Third,when consumers engage in strong downward counterfactual thinking,the timelimited promotion of tourism live streaming can induce their regret of anticipated inaction,thus enhancing their intention of immediate purchase.This study’s fi ndings reveal the duality of the time-limited promotion of tourism live streaming,enrich the relevant research on marketing through tourism live streaming,and enlighten tourism enterprises to adopt online promotion measures rationally.

关 键 词：旅游直播 限时促销 反事实思维 预期后悔 即时购买意愿 

分 类 号：F59[经济管理—旅游管理]