电商预售策略对消费者购买意愿的影响分析——基于消费者感知价值研究视角  

Analysis of the Impact of E-Commerce Pre-Sale Strategy on Consumer Purchase Intention

作　　者：刘芸[1] 陈冰冰 陈嘉雯 Liu Yun;Chen Bingbing;Chen Jiawen(Xiamen University of Technology,Xiamen,Fujian 361024)

机构地区：[1]厦门理工学院,福建厦门361024

出　　处：《中国商论》2025年第7期71-74,共4页China Journal of Commerce

摘　　要：在网购节预售模式迅猛发展的当下,预售策略成为关注焦点。消费者的消费决策在很大程度上取决于产品的感知价值,预售策略的优惠力度与发货时效对消费者感知价值的影响尚待明确。本文依据线索利用理论及感知价值理论,选取定金膨胀与赠品回馈两种预售策略作为影响感知价值的外部线索,深入研究在产品卷入度及时间压力的调节下,其对感知价值及购买意愿的影响,并通过问卷调查进行实证分析。研究结果表明,两种预售策略与感知价值呈显著正相关,产品卷入度与时间压力在预售策略和感知价值的关系中均发挥调节作用,且消费者的感知价值对其购买意愿具有显著的正向影响。本研究结论旨在为电商平台及其商家制定科学合理的预售策略提供了切实可行的参考建议。Under the background of the rapid development of the pre-sale model of online shopping festival,the pre-sale strategy has attracted much attention.To a large extent,consumers make consumption decisions based on the perceived value brought by a product.How the preferential intensity of the pre-sale strategy and the delivery time affect the perceived value of consumers remains to be verified.Based on cue utilization theory and perceived value theory,two pre-sale strategies,deposit inflation and gift feedback,are selected as external cues that affect perceived value,and their effects on perceived value and purchase intentions under the adjustment of product involvement and time pressure are deeply studied,and empirical tests are conducted through questionnaires.The results show that there is a significant positive correlation between the two pre-sale strategies and perceived value.Both product involvement and time pressure have a moderating effect on the relationship between pre-sale strategies and perceived value,and perceived value has a significant positive impact on consumers’purchase intentions.The research results provide specific suggestions for a platform and its merchants to formulate pre-sale strategies.

关 键 词：预售策略 感知价值 购买意愿 产品卷入度 时间压力 电商促销 

分 类 号：F713.36[经济管理—产业经济] F724.6