本文選題：條件促銷　切入點(diǎn)：心理逆反　出處：《華中科技大學(xué)》2015年碩士論文

【摘要】：現(xiàn)實(shí)生活中,商家為了增加訂單規(guī)模、促進(jìn)產(chǎn)品銷售以及增加顧客忠誠度,常常會(huì)舉辦附帶有明確購買要求或條件的促銷活動(dòng),即條件促銷。相比于其他類型促銷,條件促銷明確中強(qiáng)調(diào)了消費(fèi)者為了獲取促銷優(yōu)惠待遇或獎(jiǎng)勵(lì)所必須滿足的購買條件,因此更容易使消費(fèi)者察覺到商家試圖對自身購買行為的影響和操縱,從而使其感知到自身購物自由和自主性收到了威脅,進(jìn)而產(chǎn)生心理逆反。本文在對國內(nèi)外關(guān)于條件促銷及心理逆反的相關(guān)文獻(xiàn)進(jìn)行整理分析的基礎(chǔ)上提出了研究假設(shè),并通過情景實(shí)驗(yàn)討論了由條件促銷所引起的消費(fèi)者心理逆反現(xiàn)象。具體而言,本文主要探討了條件促銷活動(dòng)中的獎(jiǎng)勵(lì)類型對于消費(fèi)者面對促銷活動(dòng)時(shí)的心理逆反的影響、條件促銷活動(dòng)的不同利益水平對于獎(jiǎng)勵(lì)類型和消費(fèi)者心理逆反間關(guān)系的調(diào)節(jié)作用,以及這種由條件促銷所引發(fā)的消費(fèi)者心理逆反對于消費(fèi)者行為及促銷效果的影響。通過對實(shí)驗(yàn)數(shù)據(jù)的統(tǒng)計(jì)分析,本研究發(fā)現(xiàn)相比于價(jià)格折扣,條件促銷中提供的贈(zèng)品獎(jiǎng)勵(lì)會(huì)起到較為明顯的外部動(dòng)機(jī)的作用,更容易使消費(fèi)者察覺到商家的操縱意圖,從而引發(fā)更強(qiáng)的消費(fèi)者心理逆反。由于只有當(dāng)促銷利益水平適中時(shí),消費(fèi)者才可能會(huì)感知到條件促銷中商家的操縱意圖,因此我們進(jìn)一步研究發(fā)現(xiàn)只有在此種情況下,上述兩種促銷活動(dòng)獎(jiǎng)勵(lì)類型對于消費(fèi)者心理逆反的影響才具有顯著差異。此外,消費(fèi)者對于條件促銷的心理逆反會(huì)造成消費(fèi)者參與促銷活動(dòng)意愿降低,具體表現(xiàn)為其繼續(xù)搜尋其他商品的意愿降低,從而負(fù)面影響促銷效果。
[Abstract]:In real life, in order to increase the size of orders, promote product sales and increase customer loyalty, merchants often organize promotional activities with specific purchase requirements or conditions, that is, conditional promotions, compared with other types of promotions. Conditional promotions clearly emphasize the purchase conditions that consumers must meet in order to obtain preferential treatment or incentives for promotion, thus making it easier for consumers to perceive the impact and manipulation of businesses' attempts to purchase their own products. So that they can perceive that their own freedom and autonomy have been threatened, and then produce psychological inversion. This paper puts forward the research hypothesis on the basis of the analysis of the related literature on conditional promotion and psychological inversion at home and abroad. This paper also discusses the psychological reflexivity of consumers caused by conditional sales promotion through situational experiments. In particular, this paper mainly discusses the influence of incentive types in conditional promotions on consumers' psychological inversion in the face of promotional activities. The effect of different benefit levels of conditional promotional activities on the relationship between reward types and consumers' psychological inversion, And the influence of this kind of psychological inversion caused by conditional promotion on consumer behavior and sales promotion effect. Through the statistical analysis of experimental data, this study found that compared with price discount, The gift reward provided in conditional sales promotion will play a more obvious role in external motivation, and it is easier for consumers to perceive the manipulative intention of the business, thus causing a stronger psychological reversal of consumers. Because only when the level of promotion benefits is moderate, Consumers are likely to be aware of the manipulative intent of the merchants in conditional promotions, so we have further studied and found that only in this case, In addition, the psychological reaction of consumers to conditional promotion will result in the decrease of consumers' willingness to participate in promotional activities. Its willingness to continue to search for other goods is reduced, thus negatively affecting the effectiveness of the promotion.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55

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