企业促销活动如何影响消费者行为:理论综述

How Business Sales Promotion Schemes to Affect Consumer Behavior:Theory Review

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。

This paper separates the reaction process of consumers to sales promotion into three phases： sales promotion affects consumer perception; consumer perception affects consumer attitudes toward sales promotion ; consumer attitude towards sales promotion affects consumer behavior. This paper then reviews relevant consumer behavior theories, including behavior learning theory, cognitive dissonance theory, attribution theory, price perception theory, perceived risk theory, prospect theory, attitude -behavior theory, and provides explanation to consumer reaction to sales promotion schemes by using these theories. It analyzes the theoretical and practical implications of those consumer behavior theories for sales promotion research and practice, and suggests some future research directions.