摘要
本研究利用2×2×2组间因子实验对不同类型的产品稀缺信息影响购买意图的效果及品牌概念和购买渠道对这种影响效果的调整作用等问题进行了实证分析。结果发现产品的限量销售信息比限时销售信息能更为有效地刺激消费者对稀缺产品的竞争购买心理和对产品价值的感知,两种稀缺信息对购买意图的影响效果差异在购买象征意义较强的品牌时更为显著。本研究结果可为营销人员利用稀缺信息提高促销效果提供借鉴和参考。
In this research, we use 2× 2 × 2 between-subjects experiments to examine the effects of time vs. quantity scarce messages on consumer purchase decisions. Two other variables are also studied as moderators to such effects： brand concept （functional vs. symbolic）and distribution channel （on-line vs. off-line） .The results show that quantity scarce messages have greater impact on consumers＇ purchase intention than time scarce messages since quantity scarce is more effective for provoking competition among consumers. In addition, the results show that there is a significant interaction effect between the type of scarce message and brand concept. The moderating effect of purchase channel, however, turns out to be not significant although its effect is directionally supported.
出处
《商业经济与管理》
CSSCI
北大核心
2005年第8期39-44,共6页
Journal of Business Economics
关键词
稀缺信息
购买意图
品牌概念
销售渠道
scarce message
purchase intention
brand concept
distribution channel
