关系导向对直接销售影响的实验研究

An Empirical Study about How Relationship Orientation Influences Direct Selling

运用实验法,考察了直销人员与消费者的关系导向(朋友vs.陌生人)、产品的价格以及直销员价格揭露策略对直销产品的吸引力、态度和购买意愿的影响。发现在朋友关系导向下消费者认为直销产品更有吸引力,有更积极态度和更高购买意愿;特别有趣的是当直销人员与消费者是朋友关系时,如果直销人员好心有意主动揭露产品价格低廉的信息(相比较于消费者自己发现),消费者对产品吸引力、产品态度和购买意愿反而降低。

This paper uses the experiment design to investigate the influence of relationship （friend vs. stranger）, price, and disclosure strategy on the attractiveness of direct selling products, customers attitudes as well as purchase intentions. Result shows that friendship tended to increase product attractiveness, product attitude and purchase intention. Moreover, when the distributor and the consumer are friends, disclosure （compared with no disclosure） about low price seemed to de- crease product attractiveness, product attitude and purchase intention.