摘要
目的研究消费者性格在促销方式偏好和促销反应上的差异。方法采用量表的形式对143名大学生进行测量。结果消费者在促销方式偏好及促销反应行为方面受性格的影响。情绪型、冲动型、多疑型消费者青睐于免费试品、购物赠品;开放型、谨慎型消费者在面对促销时保有更高的品牌忠诚度。同时消费者对价格折扣更青睐,则对购物抽奖的喜爱度偏低;在面对促销时消费者会购买加速,但品牌转换行为较低。除此之外,人格特质对促销方式偏好及促销反应行为具有预测能力。结论不同性格的消费者在促销方式以及促销反应行为上存在一定的差异性。
Objective To study the differences of consumer personality on promotion preferences and promotional reaction. Methods 143students were measured by scale. Results Consumers＇character can affect promotions pref- erences and promotional reaction behavior. Emotional type, impulsive, paranoid type consumers like a free sample, shopping gifts ; open, Cautious consumers in the face of higher sales will maintain brand loyalty. While consumers pre- fer price discounts, the draw for shopping likability is lower; in the face of promotion consumers will buy accelerate sales, but brand switching behavior likability is lower. In addition,the personality traits of promotions and promotional preferences reaction behavior predictive ability. Conclusion Different character of consumer response in promotions and sales promotion behavior exist certain differences.
出处
《人类工效学》
2016年第2期21-25,31,共6页
Chinese Journal of Ergonomics
基金
教育部人文社科一般项目青年基金(12YJC630317)
关键词
消费者性格
促销方式偏好
促销反应
性格
电子商务
品牌策略
消费行为
consumer character
promotion preferences
promotional reaction
personality
E - commerce
brand strategy
consuming behavior
