网络交易促销方式吸引力及其影响研究

Research on the Influence of Internet Promotion Attractiveness

通过实验研究探讨了网络交易不同促销方式吸引力的差异,并构建模型来具体考察促销吸引力、感知质量、感知价值与购买意愿之间的关系。实验结果表明,网络交易"产品价格+运费"销售模式由于促销方式与促销水平不同,会产生不同的效果。当促销水平较低时,总价折扣吸引力最高;当促销水平较高时,免除运费的吸引力显著高于产品折扣,但与总价折扣无显著差异。消费者对促销方式吸引力的评价能够影响感知质量与感知价值,进而影响购买意愿。

This article investigates the influence of internet promotion attractiveness through an experiment study. A structure model has been built to explain the relationship among promotion attractiveness,perceived quality,perceived value and purchase intention. Results of the experiment show that the internet promotional effectiveness depends on promotion methods and the promotional benefit level. The total price discount is the most attractive way of internet promotion, and the shipping fee discount is perceived more attractive than the product price discount,when the promotional benefit level is low. However, there was no significant difference between the total price discount and the free shipping, but both of them is more attractive than the product price discount, when the promotional benefit level is high. This paper develops and empirically tests the theoretical model of purchase intention from the promotion attractiveness. Results of the structure equation model analysis reveal that the promotion attractiveness has positive effect on perceived quality, perceived value, and purchase intention.