在线促销限制对消费者购买决策的影响研究——基于精细加工可能性视角

The Effect of Online Promotion Limits on Consumers' Purchase Decision:From the Perspective of ELM

文章基于精细加工可能性理论探究了在线购物情景中不同促销限制类型(时间限制和数量限制)对消费者购买决策行为的影响。通过2(产品涉入度:高vs低)×2(限制类型:限时vs限量)的组间因子实验设计进行了实证研究,结果发现:在线促销情境下,促销限制对消费者购买决策的影响受到消费者产品涉入度的调节。当产品涉入度高时,消费者偏好时间限制促销,购买意向更高,感知控制感起了中介作用。当产品涉入度低时,偏好数量限制促销,购买意向更高,感知稀缺性起了中介作用。文章丰富了促销理论和消费者购买决策理论,同时为商家进行有效的在线促销提供了直接指导。

Based on the ELM theory,this research explores the effect of different purchase limits（ time limit and quantity limit） on consumer decision in various online promotion,with an experiment design of 2（ product involvement： high vs low） × 2（ limit type： time limit vs quantity limit） between subjects for an empirical study. The research shows that in online promotion,the effect of purchase limit on the consumers＇ purchase decision is moderated by the product involvement; when the product involvement is high,they prefer the time limit promotion and have a higher purchase intention in which the perceived control plays the mediating role; when the product involvement is low,they prefer the quantity limit promotion and have a higher purchase intention in which the perceived scarcity plays the mediating role. This research enriches the promotion theory and consumers＇ purchase decision theory,and provides direct guidance for e-commerce retailers to carry out effective online promotion.