零售促销中条件框架对促销效果的影响.docVIP

PAGE PAGE 27 零售促销中条件框架对促销效果的影响 摘要：针对条件框架和无条件框架在商品促销中的效果差异问题，利用对比分析法，本文通过两个小实验对比研究了基于条件框架与促销活动覆盖范围二因素对消费者感知价值、购买意愿的影响及其内在作用机制。研究结果发现当促销活动覆盖范围一致时，消费者在基于无条件促销的框架模型中比基于有条件促销的框架模型中能够获得更高的感知价值，进而产生更强烈的购买意愿。而在促销活动覆盖范围不一致时，在基于有条件促销的框架模型中已具备参与资格的消费者比尚不具备参与资格的消费者具有更强烈的购买意愿，部分尚不具备参与资格的消费者愿意额外支付使自己获得同等力度促销优惠。通过这两项研究，为企业在促销活动覆盖范围初始一致及初始不一致时采用何种条件促销框架模型，提供了理论上的决策参考依据，帮助企业在区分用户的基础上进行促销，进一步提高促销效果和促销收益。 关键词：促销框架、条件框架、感知价值、购买意愿 Research on the conditional frame effect and its influence factors Abstract: Through The problem of the difference between the effect of the conditional frame and the unconditional frame in the promotion of the goods, Through the method of comparative analysis, the two small experimental study based on the framework conditions and promotional activities covering range factors on consumer perceived value and purchase intention influence and its internal mechanism. Results of the study indicate that when promotions coverage consistent, consumers in the unconditional promotion framework model based on ratio based on the frame model of the promotion condition to obtain a higher perceived value, and produce more intense desire to purchase. In promotional activities have inconsistent coverage, based on the frame model of the promotion condition has with the participation of eligible consumers than do not have the participation qualification of consumers with more intense desire to purchase, and some are still does not have to participate in the qualification of consumers are willing to pay extra to keep their equally aggressive promotions. Through the study, for enterprises in the promotional activities of coverage range consistent with initial and initial inconsistent by which promotional framework model, to provide a theoretical basis for decision-making, help enterprise to have sales promotion on user discrimination based on, to further improve the promotion benefit and effect. Keywords: Promotion frame、 Conditional frame、 Perceived value、 Purchase intention