限量促销对消费者前瞻性情绪及购买意愿的影响机制

On the Functional Mechanism of Forward-looking Emotions and Purchase Intention in Decision-making of Quantitative Scarcity Promotion

限量促销作为一种特殊的销售技巧,分为生产型限量和销售型限量两种方式。不同的限量促销方式对消费者前瞻性情绪及购买意愿产生不同的影响,其中生产型限量方式的促销效果更好。结合产品类型与限制数量,三者存在交互作用的可能性,炫耀性产品采用生产型限量促销方式并且只提供较少数量,促销效果会最佳。前瞻性情绪具有中介作用,限量促销方式通过消费者的正面预支、负面预支与正面预期、负面预期情绪间的相互强化,最终激发他们的购买意愿。

The quantitative scarcity promotion,which plays as a special sales skill,can be divided into two types--quantitative scarcity promotion of production and quantitative scarcity promotion of sales.There are different effects on consumers' forward-looking emotions and purchase intention between different instruments of quantitative scarcity promotion,in which,quantitative scarcity promotion of production is more effective.Combining product category and limited number,there is the possibility of interactions among them,so conspicuous products which use quantitative scarcity promotion of production,meanwhile provide only a small number,may play the best effect.Forwardlooking emotions have mediation effect,the quantitative scarcity promotion can stimulate the consumers' purchase intention by strengthening anticipatory and anticipated emotions,or positive emotions and negative emotions.