本文關(guān)鍵詞：不同價格折扣幅度情景中購買限制對消費者購買意愿的影響　出處：《西南財經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 模糊性購買限制 明確性購買限制 促銷 價格折扣 后悔

【摘要】：隨著“過剩經(jīng)濟”的到來,我國大多數(shù)商品告別“短缺經(jīng)濟”時代,出現(xiàn)供過于求的格局,消費者享有比較充分的商品選擇權(quán),從而導(dǎo)致廠商普遍采用價格折扣的促銷方式吸引顧客；另一方面通貨膨脹伴隨經(jīng)濟和收入增長,致使普通消費者對于價格變動的敏感度增強,通常對廠商的價格折扣促銷行為趨之如騖,同時又因為限制購買,讓消費者產(chǎn)生一種商品匱乏感,從而促使消費者順從商家的意愿。價格折扣和限制購買組合促銷行為,既能幫助消費者快速做出購買決策,又能造成消費者后悔和不滿,影響價格折扣的促銷效應(yīng)和可持續(xù)性開展。因此研究不同價格折扣情景中購買限制對消費者購買意向的影響具有理論和實踐價值。 目前,我國的消費購物環(huán)境突出一個“多而亂”,促銷信息更是鋪天蓋地,把消費者搞得是眼花繚亂,不知道如何對這些信息進行篩選抉擇,而價格折扣正是商家促銷手段最為常用的一種,但價格折扣的呈現(xiàn)方式卻是五花八門,有現(xiàn)金折扣、有百分比折扣等。有研究發(fā)現(xiàn),即使降價幅度實際相同,但在不同的表述方式下,消費者感知的折扣幅度也是不同的。研究發(fā)現(xiàn),在衡量一筆交易時,相比于同等得利,人們更加重視損失。除了價格折扣這樣的促銷手段,商家還經(jīng)常使用這樣的促銷方式來吸引消費者。比如“清倉處理,最后XX件”“限時搶購”等,這些條件研究者通常稱之為購買限制(Restrictions),但從來沒有研究者對購買限制做一個清晰的界定和分類,作者根據(jù)以往國內(nèi)外相關(guān)預(yù)將購買限制分為模糊性購買限制和明確性購買限制兩類。商家之所以樂此不疲的使用這樣的促銷方式,除了考慮本身潛在的效應(yīng)外,更主要是的因為其成本很低。商家在運用這些促銷手段的時候不需要遵守承諾,如果市場反應(yīng)良好,那就繼續(xù)供貨,反之就找借口提前結(jié)束促銷活動。其實,我們可以發(fā)現(xiàn)商家的促銷方式往往是復(fù)合式的呈現(xiàn),并不是某一單一促銷方式來進行的,比如說,限時X折出售,值得思考的是,吸引消費者做出購買行為的是限時給予消費者時間上壓力這種明確性購買限制影響還是價格折扣給予消費者價格優(yōu)惠影響抑或是兩者共同影響?再比如,房地產(chǎn)行業(yè)經(jīng)常打出這樣的標(biāo)語“4000元起,數(shù)量有限,欲購從速”那么此時吸引消費做出購買行為的是價格折扣的讓利行為影響還是擔(dān)心房子賣完給予消費者的壓力這種模糊性限制影響抑或是兩者共同的作用呢?消費者對它們的認(rèn)知是怎樣的?模糊性購買限制和明確性購買限制誰在促銷活動中更占據(jù)優(yōu)勢?對于不同的產(chǎn)品,在同一價格折扣幅度下,模糊性購買限制和明確性購買限制又是如何影響消費者行為的?這些都是本文研究的核心問題。對此本來也提出了一下幾種假設(shè)： H1：相比于沒有購買限制,購買限制(明確性和模糊性)的存在會使受測對象對于同一價格折扣幅度(高和合理)的產(chǎn)品產(chǎn)生更強的預(yù)期不行動后悔 H2：在高程度的折扣幅度時,相比于明確性購買限制,模糊性購買限制的 存在使消費者產(chǎn)生更強的預(yù)期不行動后悔 H3：在合理程度的折扣幅度時,相比于模糊性購買限制,明確性購買限制的存在使消費者產(chǎn)生更強的預(yù)期不行動后悔 H4：預(yù)期不行動后悔與購買意愿呈顯著的正相關(guān)關(guān)系 為了證實以上四種假設(shè),本研究采用情景模擬實驗法與問卷發(fā)放相結(jié)合的研究發(fā)放,得出所需數(shù)據(jù),并對數(shù)據(jù)進行信度和效度檢驗,驗證后數(shù)據(jù)可以進行相關(guān)的研究分析。本研究將兩種不同商品(高價商品VS低價商品)置于2*3種情景中進行實驗,最終得出以下的結(jié)論： 1.相比于沒有購買限制條件的存在,購買限制(明確性和模糊性)的存在會使受測對象對于同一價格折扣幅度(高和合理)的產(chǎn)品產(chǎn)生更強的預(yù)期不行動后悔和購買意愿。2.在高程度的價格折扣情景中,相比于明確性購買限制,模糊性購買限制的存在使受測對象產(chǎn)生更強的預(yù)期不行動后悔和購買意愿。3.在合理折扣幅度情景中,對于低價商品而言,相比于模糊性購買限制,明確性購買限制的存在并沒有產(chǎn)生更強的預(yù)期不行動后悔,而對于高價商品而言,相比于模糊性購買限制,明確性購買限制的存在產(chǎn)生更強的預(yù)期不行動后悔和購買意愿。4.預(yù)期不行動后悔和購買意愿是呈顯著的正相關(guān)關(guān)系的。本文的研究結(jié)論揭示了不同的購買限制存在于不同的情景中對消費者影響的機制,這對于企業(yè)制定促銷活動采取何種方式有一定的借鑒價值和指導(dǎo)作用。
[Abstract]:With the arrival of the "surplus economy", most of the commodities in China bid farewell to the "shortage economy" era, the emergence of pile up in excess of requirement have the right to choose the consumer pattern, full of goods, leading manufacturers generally use price discount promotions to attract customers; on the other hand, inflation is accompanied by economic and income growth, resulting in consumers for sensitivity enhancement of price changes, usually on the manufacturer's price discount promotion behavior trend such as greedy, but also because of restrictions on the purchase of goods, so that consumers have a sense of lack, so as to encourage consumers to obey merchant's wishes. The price discount and limit the purchase of promotional activities, which can help consumers make purchase decisions, but also can cause consumers to regret the effect of promotion effect and dissatisfaction, price discount and sustainable development. So the research situation of different price discount in purchase limit cancellation The influence of the buyer's purchase intention is of theoretical and practical value.
At present, our country's consumer shopping environment highlight a "much chaos" promotional information is overwhelming, the consumer to be dazzling, do not know how to filter the information on these choices, and the price discount is the business promotion means one of the most commonly used, but the price discount is the presentation of all kinds of there is a cash discount, discount percentage. Studies have found that even if the price cut is essentially the same, but in a different way, the consumer perception of the discount rate is different. The study found that, in terms of a deal, compared to the same benefit, people pay more attention to the loss. In addition to the price discount such promotions businesses, also often use such promotions to attract consumers. For example, "XX finally on sale," "flash sale", these researchers are usually referred to as purchase restrictions (Restrict Ions), but the researchers have never made a clear definition and classification of the purchase limit, the author will purchase limit is divided into fuzzy purchase restrictions and clear purchase restrictions on two categories according to the previous domestic and foreign related businesses are keen at pre. Using such promotions, in addition to consider potential effects, more important it is because of its low cost. Businesses do not need to comply with the commitments when using these promotions, if the market response is good, it will continue to supply, and look for the excuse ahead of the end of promotional activities. In fact, we can find the business promotion way is often combined, and not a single promotion way of, for example, show the X off sale, it is worth pondering, to attract consumers to make purchases is to give consumers the time limit on the pressure of the definition also influence the purchase restrictions Is the price discount to give price concessions or influence consumers both of them influence? For example, the real estate industry often played the slogan "4000 yuan, limited to purchase as soon as possible," then attract consumer to make purchases is none behavior price discount or worry about the house sold to give consumers the pressure of this kind of fuzzy restriction effect or both? On consumer perceptions of them is what kind of? Fuzzy purchase restrictions and clear purchase limit who in the sales promotion occupies a larger advantage? For different products in the same price discount, fuzzy purchase restrictions and clear purchase limit is how to influence consumer behavior? These are the core of this paper. This was also put forward several hypothesis:
H1: compared with no purchase restriction, the existence of purchase restriction (clarity and vagueness) will make the subjects have stronger expectation and no action regret for the products with the same price discount rate (high and reasonable).
H2: at a high degree of discount, a fuzzy purchase limit is compared to a definite purchase limit.
Existence makes consumers more likely to expect no action to regret
H3: at a reasonable level of discount, the existence of a definite purchase limit makes the consumer more likely to regret than the fuzzy purchase limit.
H4: there is a significant positive correlation between the expectation of no action regret and the willingness to purchase
In order to confirm the above four hypotheses, this study uses situational simulation experiment method and questionnaire research combined with the issuance, obtained the required data, and test the reliability and validity of the data, the relevant research and analysis of data can be verified. This study will be two different commodities (high-value goods low-priced goods in experimental VS) the 2*3 scenario, finally draws the following conclusions:
1. compared to no purchase restrictions, the purchase restrictions (definition and fuzziness) causes the object to be measured for the same price discount rate (and reasonable) products is not expected to produce stronger action regret and willingness to buy.2. in a high degree of price discount situation, compared to the clear buy limit, vague purchase restrictions make the subjects have stronger expected action regret and willingness to buy.3. in a reasonable discount scenario, for low prices, compared to the fuzzy buy limit, clear purchase limit does not produce stronger action is not expected to regret, and for expensive goods compared to the fuzzy, buy limit, clear the purchase restrictions the existence of stronger action is not expected to regret and willingness to buy.4. is not expected to regret and purchase intention is significantly positively correlated The conclusion of this paper reveals the mechanism of different purchase restrictions on consumers in different scenarios, which has certain reference value and guidance for enterprises to formulate ways to promote sales activities.

【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.55

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本文編號：1428722