本文選題：錯過促銷　切入點：價格不公平感知　出處：《東南大學》2016年碩士論文　論文類型：學位論文

【摘要】：隨著商業(yè)競爭不斷加劇,促銷成為各大商家用來進行市場競爭的一種重要手段,商家們紛紛推出各種各樣的促銷活動來吸引消費者。以往有相當多的文獻著重探討促銷活動對消費者購買行為的影響,但是本研究針對錯過促銷的消費者,探討其在錯過促銷后的價格不公平感知。本研究欲探討不同促銷類型(降價促銷和贈品促銷)、折扣幅度、歸因廠商程度、產品的價格水平對錯過促銷的消費者的價格不公平感知的影響,以及折扣幅度與促銷類型、歸因廠商程度與促銷類型對價格不公平感知的交互影響,并進一步探討價格不公平感知對消費者負向購買意愿的影響。本研究的受測對象是高校大學生與研究生,通過實驗設計的方法模擬實際消費情境,數(shù)據(jù)分析方法采用方差分析及結構方程模式,以驗證各項假設檢驗。本研究的研究發(fā)現(xiàn)如下：(1)錯過降價促銷比錯過贈品促銷會讓消費者產生更高的價格不公平感知。(2)錯過高折扣幅度促銷比錯過低折扣幅度促銷會讓消費者產生更高的價格不公平感知。但是折扣幅度高低并不影響消費者錯過不同促銷類型的價格不公平感知的差異。(3)歸因廠商程度越高,錯過促銷的消費者的價格不公平感知越高。但是歸因廠商程度高低并不影響消費者錯過不同促銷類型的價格不公平感知的差異。(4)錯過高價值產品的促銷比錯過低價值產品的促銷會讓消費者產生更高的價格不公平感知。(5)消費者的價格不公平感知對其負向購買意愿有顯著正向影響。根據(jù)研究結果,本研究對廠商提出以下管理建議：(1)采用多元化的溝通方式吸引消費者購買,既可以減少錯過促銷的消費者又可以降低錯過促銷的消費者將錯過的原因歸因廠商。(2)為降低錯過促銷的消費者的價格不公平感知,廠商宜多采用贈品促銷的方式。(3)廠商在使用降價促銷時不僅要考慮到折扣幅度的吸引力,還應該考慮到促銷活動過后折扣幅度引起的與原價之間的價格差異問題,設置一個合適的折扣幅度十分重要。(4)廠商在使用促銷手段時,針對高價值產品的促銷在折扣幅度的選擇上應該更加慎重。
[Abstract]:As business competition intensifies, promotion has become an important means for major businesses to compete in the market. Merchants have launched a variety of promotional activities to attract consumers. In the past, quite a lot of literature focused on the impact of promotional activities on consumers' purchase behavior, but this study focused on consumers who missed the promotion. The purpose of this study is to explore the different types of promotion (price reduction promotion and gift promotion, discount extent, attribution degree, etc.). The impact of product price level on consumers' perception of price unfairness, and the interaction between discount range and sales promotion type, attribution degree and promotion type to price unfairness perception. And to further explore the impact of perception of price inequality on consumers' negative willingness to buy. The subjects of this study are college students and graduate students, and the actual consumption situation is simulated by the method of experimental design. The method of data analysis is based on variance analysis and structural equation model. To verify the hypothetical tests. The study found that: 1) missing the sale of sales than missing the promotion of gifts will make consumers produce a higher perception of price unfairness. 2) missed a high discount range of promotions than missed the range of low discounts. Selling gives consumers a higher perception of price unfairness. But the extent of discount does not affect the difference in perception of price unfairness that consumers miss out on different types of promotions. The higher the perception of price unfairness among the consumers who missed the promotion, the higher the perception of price unfairness. However, the degree of attribution to the manufacturer did not affect the difference in perception of price unfairness among the consumers who missed different types of promotions. 4) the sales promotion that missed the high value product was lower than that missed. Promotion of value products will make consumers have a higher perception of price unfairness.) consumers' perception of price unfairness has a significant positive impact on their willingness to buy in a negative direction. This study proposes the following management advice to manufacturers: 1) to adopt a diversified communication approach to attract consumers to buy. It can reduce both the consumers who miss the promotion and the consumers who miss the promotion to attribute the cause of the missed sales to the manufacturer. (2) to reduce the perception of price unfairness of the consumers who miss the sales promotion, Manufacturers should adopt the method of promotion of gifts more.) when using price reduction promotion, manufacturers should not only consider the attractiveness of the discount range, but also take into account the price difference between the discount range and the original price caused by the discount range after the promotion. It is very important to set a suitable discount range.
【學位授予單位】：東南大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F713.55

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本文編號：1581829