企业促销活动如何影响消费者行为_理论综述.pdfVIP

2008年 4 月 华 东 经 济 管 理 Apr, 2008 (第 22 卷第4 期) East China Econom icM anagem ent ( Vol. 22, No. 4 ) 企业促销活动如何影响消费者行为: 理论综述 郝辽钢 (西南交通大学 经济管理学院, 四川 成都 6 10031) [] 文章将消费者对促销活动的反应过程分为三 个阶段: 促销影响消费者感知消费者感知影响消费 者对促销的态度消费者对促销的态度影响消费者行为, 据此回顾了行为学习理论认知失调理论归因 理论价格感知理论感知风险理论展望理论态度行为关系理论等有关的消费者行为理论对消费者针 对促销活动反应的解释最后分析了现有的消费者行为理论对于发展促销研究框架与指导企业促销实践的 意义, 并提出了在现有理论基础上进行后续研究的方向 [] 促销; 消费者行为; 理论; 综述 [] F271 [ ] A [] 1007 5097( 2008) 04 0132 05 How Business Sales Promotion Schemes to Affect Consumer Behavior: Theory Review HAO L i og ng (Schoo l of E conom ics and M anag em ent, Southw est J iao tong Un iversity, Chengdou 610031, Ch ina) Abstract: This p per sep r tes the re ction process of consumers to s les prom otion into three ph ses: s les prom otion ffects consum er perception; consum er perception ffects consum er ttitudes tow rd s les promotion; consum er ttitude tow rds s les promotion ffects con sum er beh vior. Th is p per then review s relev nt consumer beh vior theories, includ ing beh vior le rn ing theory, cogn itive disson nce theory, ttribution theory, price perception theory, perceived risk theory, prospect theory, ttitude- beh vior theory, nd provides expl n tion to consum er re ction to s les prom otion schem es by using these theories. It n lyzes the theoretic l nd pr ctic l mi plic tions of those consum er beh vior theories for s les prom otion rese rch nd pr ctice, nd suggests som e future rese rch directions. K ey wor s: s les promotion; consum er beh vior; theory; review [ 2] ,