免费试用经济溢出效应分析

下载PDF

导出

摘要免费试用不仅促进销售,而且促进顾客契合,增强顾客的推荐能力,对顾客亲友的消费行为产生积极影响,产生经济溢出效应,提高企业的经济效益。采用实证研究和案例分析证实免费试用的经济溢出效应确实存在。

作者陈建

机构地区广东工程职业技术学院

出处《经济研究导刊》 2014年第17期207-209,共3页 Economic Research Guide

关键词免费试用顾客契合经济溢出效应

参考文献20

1Laroche Met al.Consumer use of price promotions:A model and its potential moderators [J].Journal of Retailing and Consumer Services, 2001,8(5): 251-260.
2Blattberg R C, Neslin S A.Sales promotion: concepts, methods,and strategies [J].Prentice Hall Englewood Cliffs, NJ.1990.
3Zeithaml V &Consumer Perceptions of Price,Quality,and Value:A Means-End Model and Synthesis of Evidence [J].Journal of Marketing, 1988,52(3) :2-22.
4李新明,廖貅武,刘洋.基于SaaS模式的服务供应链协调研究[J].中国管理科学,2013,21(2):98-106. 被引量：34
5Higgins E T,Scholer A.Engaging the consumer.The science and art of the value creation process[J].loumal of Consumer Psychology, 2009,19(2): 100-114.
6Wagner C,Majchrzak A.Enabling customer-centricity using wikis and the wiki way [J].loumal of Management Information Systems, 2007,23(3 ) : 17-43.
7Hoyer W D, Chandy R, Dorotic M, et al.Consumer cocreation in new product development[J].Joumal of Service Research, 2010,13 (3) : 283-296.
8韩小芸,余策政.顾客契合:个人心理影响因素及对顾客忠诚感的影响[J].营销科学学报（辑刊）,2013,7(2):99-110. 被引量：42
9Vivek S D.A Scale of Consumer Engagement[D].The University of Alabama Tuscaloosa, 2009.
10Banerjee A.A Simple Model of herd Behavior [J].Quarterly Journal of Economics, 1992, ( 107):797-817.

1李东进,金玉华,秦勇.WOM信息依赖性及其影响因素的实证研究——以我国消费者为例[J].管理学报,2005,2(1):90-97. 被引量：14
2杨德礼,郭琼,何勇,徐经意.供应链契约研究进展[J].管理学报,2006,3(1):117-125. 被引量：115
3郭国庆,杨学成,张杨.口碑传播对消费者态度的影响:一个理论模型[J].管理评论,2007,19(3):20-26. 被引量：100
4Arndt J. Role of Product-Related Conversation in the Diffusion of a New Product [J]. Journal of Marketing Research, 1967, 4 (3) : 291 - 295.
5Chervonnaya O. Customer Role and Skill Trajectories in Services [J]. International Journal of Service industry Management, 2003, (14): 347- 363.
6Banerjee A. A Simple Model of herd Behavior [J]. Quarterly Journal of Economics, 1992, (107) : 797 - 817.
7Brister J. M. World of Mouth Communication and Their Effects in Consumer Network [J]. Advances in Consumer Research, 1991, (18) : 155 - 169.
8Mahon J. Corporate Reputation: A Research Agenda Using Strategy and Stakeholder Literature [ J]. Business and Society, 2002, 41 (12): 415 - 446.
9Anderson E. W. Customer Satisfaction and Word of Mouth [J]. Journal of Service Research, 1998, 1 (1) : 5 - 12.
10Wilson T. D., Hodges S. D. Attitudes as Temporary Construction [M]. NJ: Lawrence Erlbaum Associates, 1992. 36-65.

经济研究导刊

2014年第17期

内容加载中请稍等...