促销类型对消费者感知及行为意向影响的研究

Effects of Alternative Promotion Types on Consumers' Value Perception and Purchase Intentions

了解不同促销类型对消费者价值感知与购买行为的影响能更有效地开展促销活动,以我国市场上最常用的三种促销类型(买赠、返券、打折)为对象,通过实证研究发现它们对我国消费者的交易价值感知和消费行为意向影响的差异,在此基础上探讨对营销者的启示。

Understanding the effects of alternative promotion types on consumers' value perception and purchase behavior can help marketers develop effective promotion strategies. This study took three promotion types most frequently used on the Chinese market as the research objective, examined how they differ in their impact on consumers' perception and purchase intention. Implications for marketers are also discussed based on the research results.