运气感知对消费者不确定性促销偏好的影响  

The Impact of Luck Perception on Consumers'Preferences for Uncertainty Promotions

作　　者：赵建彬[1] 邓俊龙 Zhao Jian-bin;Deng Jun-long(School of Economics and Management,East China University of Technology,Nanchang,Jiangxi 330013,China)

机构地区：[1]东华理工大学经济与管理学院,江西南昌330013

出　　处：《吉林工商学院学报》2025年第1期78-84,127,128,共9页Journal of Jilin Business and Technology College

基　　金：国家自然科学基金项目“运气概念对多样化寻求行为的影响机制研究”(71962001);东华理工大学研究生创新基金资助项目“幸运之门:直播间运气线索对消费者黏性的影响”(DHYC-202445)。

摘　　要：不确定性促销是商家经常采用的一种促销方式,从心理视角对不确定性促销进行探讨,研究运气感知对消费者不确定性促销偏好的影响。通过3个实验发现:运气感知会正向影响消费者的不确定性促销偏好(实验1);调节聚焦在上述效应中起到了中介作用,即促进动机中介好运感知对不确定性促销偏好的影响,预防动机中介坏运感知对不确定性促销偏好的影响(实验2);感觉寻求调节了运气感知对不确定性促销的影响,相对于低感觉寻求者,高感觉寻求者会加强运气感知对不确定性促销的正向影响(实验3)。研究结论丰富了不确定性促销的相关文献,为企业实施不确定性促销提供了理论和实践参考。Uncertainty promotion,a commonly adopted promotional method by merchants,examines the impact of luck perception on consumers'preferences from a psychological perspective.It was found through three experiments that:Luck perception has a positive impact on consumers'preference for uncertainty promotion(Experiment 1).Regulatory focus acts as an intermediation in that effect,which means that it not only promotes the impact of good-luck perception but also prevents the impact of bad-luck perception(Experiment 2).Sensation seeking moderates the impact of luck perception on uncertainty promotion.High-sensation seekers strengthen the positive effect of luck perception on uncertainty promotion relative to low-sensation ones(Experiment 3).These results enrich the theory of uncertainty promotion and provide theoretical and practical guidance for enterprises to implement uncertainty promotion.

关 键 词：不确定性促销 运气感知 调节聚焦 感觉寻求 

分 类 号：F713.55[经济管理—市场营销]