捆绑销售中步骤策略对消费者购买意愿的影响:整体性的中介与思维方式的调节作用  

Influence of step strategy on consumers'purchase intention in bundling:the mediating role of integrity and the moderating role of mindset

作　　者：高辉[1] 张倩雯 Gao Hui;Zhang Qianwen

机构地区：[1]华南理工大学新闻与传播学院

出　　处：《现代广告》2024年第4期29-37,共9页Modern Advertising

摘　　要：步骤策略在捆绑销售实践中得到应用,然而,该策略的有效性尚未得到检验。品牌为捆绑组合内的各商品设置了明确的使用步骤,如“一洗二护”、“先水后乳”等,尝试通过步骤信息影响消费者的购买决策。研究将步骤策略纳入捆绑销售策略的研究范畴,通过两个实验探讨了步骤策略对消费者购买决策的影响及其心理机制。研究发现,步骤降低了消费者对捆绑组合的购买意愿,感知整体性起到了中介作用。另外,思维方式调节了步骤策略和感知整体性之间的关系,进一步影响消费者购买。研究结果丰富了捆绑销售策略研究,为品牌设计捆绑策略提供了建议。Step strategy has been applied in the practice of bundling,however,the effectiveness of this strategy has not yet been tested.Brands set clear steps for each product in the bundle,such as"step1 shampoo,step2 conditioner","step1 smoothing toner,step2 emulsion",and so on,trying to influence consumers'purchasing decisions through step information.The study includes step into the study of bundling strategy,and explored the effect of steps on consumers'purchasing decisions and its psychological mechanism through two experiments.It is found that steps reduce consumers'willingness to buy,with perceived integral playing a mediating role.In addition,mindset moderated the relationship between step strategy and integrality,further influencing consumers'purchasing decisions.The findings enrich the study of bundling strategy and provide suggestions for brands to design.

关 键 词：捆绑销售 步骤策略 格式塔理论 思维方式 

分 类 号：G63[文化科学—教育学]