本文選題：促銷時間流逝表示精度 + 時間壓力�。� 參考：《南京大學(xué)》2017年碩士論文

【摘要】：在商家的日常運營當(dāng)中,不論銷售情況是否良好,促銷是被常常采用以拉動消費的重要手段。隨著互聯(lián)網(wǎng)在人民生活中的引入和普及,線上促銷的種種方式也成為各大電商平臺刺激消費的常見工具。在主流的電商購物網(wǎng)站上,每逢遇到促銷時節(jié),我們都可以看到這樣一種現(xiàn)象,即商家在推出促銷優(yōu)惠活動的同時也會設(shè)置相應(yīng)的促銷限制時間,并且這些限制時間的流逝表示精度并不一樣,大多數(shù)是以天、小時、分鐘、秒,甚至秒來度量。本應(yīng)是同樣的促銷優(yōu)惠時間,展示給消費者的時間流逝表示精度卻不一樣,這一點不禁讓人懷疑商家是否有意使用了不同的倒計時表示方法以潛移默化的影響消費者的購買決定。本文在梳理了時間壓力、消費者購買決策等相關(guān)理論文獻的基礎(chǔ)上,引入了時間壓力對決策影響的解釋機制用以研究上述問題。文章中一共設(shè)計了三個實驗來探究促銷倒計時流逝的表示精度對消費者購買意愿的影響。實驗一主要用以驗證倒計時流逝表示精度影響消費者購買意愿的主效應(yīng)的存在;實驗二更換了實驗材料用以再次驗證主效應(yīng)的顯著性,并對時間壓力的中介效應(yīng)進行了探索;實驗三在預(yù)實驗的基礎(chǔ)上研究卷入產(chǎn)品類型與時間流逝表示精度對消費者購買意愿的交互影響。實驗結(jié)果顯示:(1)不同的倒計時流逝表示精度會給消費者的購買意愿產(chǎn)生顯著影響:相比起低流逝表示精度來講,當(dāng)?shù)褂嫊r流逝表示精度高時,消費者的購買意愿更強;(2)不同的倒計時流逝表示精度會給消費者帶去不同的時間壓力,且其對消費者購買意愿的影響是通過時間壓力的中介作用所引起的;(3)產(chǎn)品類型與時間流逝表示精度會對消費者購買意愿產(chǎn)生顯著的交互影響:只有當(dāng)消費者購買高卷入產(chǎn)品時,促銷倒計時流逝表示精度才會對其購買意愿產(chǎn)生顯著影響。即當(dāng)促銷倒計時流逝表示精度低時,消費者對高卷入產(chǎn)品的購買意愿較低;而當(dāng)促銷倒計時流逝表示精度高時,消費者對高卷入產(chǎn)品的購買意愿顯著提升。本研究分析了促銷倒計時流逝表示精度對高卷入產(chǎn)品與低卷入產(chǎn)品的不同影響,探究了時間壓力的中介效應(yīng),進一步豐富了產(chǎn)品卷入、時間壓力、消費者購買決策等相關(guān)學(xué)術(shù)理論研究。在營銷實踐方面,研究結(jié)論指出,通過施予潛在顧客一定的時間壓力,合理的利用倒計時流逝的表示方法能夠使消費者加大做出沖動性購買行為的概率,從而帶給商家更具性價比的促銷效果。
[Abstract]:In the daily operation of merchants, no matter whether the sales are good or not, sales promotion is often used to stimulate consumption. With the introduction and popularization of Internet in people's life, online promotion has become a common tool for e-commerce platforms to stimulate consumption. On mainstream e-commerce shopping websites, we can see such a phenomenon whenever we encounter sales promotion season, that is, when merchants launch promotional activities, they also set up corresponding promotional restrictions. And the amount of time passed is not exactly the same, mostly measured in days, hours, minutes, seconds, or even seconds. It was supposed to be the same promotional time, and the time lapse that was shown to the consumer showed that the accuracy was not the same. This raises questions about whether businesses are deliberately using different countdown representations to influence consumer buying decisions in a subtle way. On the basis of combing the relevant theoretical literature of time pressure, consumer purchase decision and so on, this paper introduces the explanation mechanism of time pressure on decision making to study the above problems. In this paper, three experiments are designed to explore the influence of the precision of countdown to consumer's willingness to buy. Experiment 1 is mainly used to verify the existence of the main effect that the precision of countdown time lapse indicates the consumer's willingness to buy. Experiment 2 replaces the experimental materials to verify the significance of the main effect again and probes into the intermediary effect of time pressure. On the basis of the pre-experiment, experiment 3 studies the interaction between the precision of the involved product type and the time lapse expression on the consumer's willingness to buy. The experimental results show that: (1) different precision of countdown lapse indicates a significant impact on consumers' willingness to buy: compared with low lapse precision, when countdown lapse means high precision, Consumers are more willing to buy; (2) different countdown passage means that accuracy will bring different time pressure to consumers. And its influence on consumers' willingness to buy is caused by the intermediary effect of time pressure. (3) the precision of product type and time lapse will have a significant interactive effect on consumers' willingness to buy: only when consumers buy high involvement in the product, Promotion countdown lapse indicates that accuracy will have a significant impact on the purchase intention. That is, when the sales promotion countdown time lapse indicates low precision, consumers have a lower willingness to buy highly involved products, while when the sales promotion countdown flow indicates high precision, consumers' purchase willingness to high involvement products is significantly improved. This study analyzes the different effects of the precision of countdown time lapse on high and low involvement products, probes into the intermediary effect of time pressure, and further enriches the product involvement and time pressure. Consumer purchase decision and other relevant academic theory research. In the aspect of marketing practice, the research conclusion points out that by applying certain time pressure to potential customers, reasonable use of countdown method can make consumers more likely to make impulsive purchase behavior. So that the business more cost-effective promotion effect.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F274
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本文編號：2092549