秒杀对电商网站人气聚集的影响机制:基于时间压力的实证研究

The Influence Mechanism of Seckilling on Increasing Traffic to E-Commerce Websites: Empirical Research Based on Time Pressure

秒杀具有时间短、价格低且在数量上有限制等特点,是电商开展竞争与聚集人气的重要手段。由于促销包含的时间压力能提升消费者对促销的价值感知,因此可假定秒杀所具有的时间压力会导致"爱屋及乌效应",即,由喜爱秒杀活动而增加对电商网站的好感度及其他友好行为。在将与秒杀感知价值有关的促销力度和品牌价值界定为主观时间压力影响因素,以及将时间限制界定为客观时间压力影响因素的基础上,利用心理学实验数据证实了,促销力度与时间限制能有效地提升消费者的好感度以及对电商网站的选择倾向,而促销品的品牌价值对电商网站好感度和正面行为倾向的影响则不明显。在主客观时间压力交互作用分析中,客观时间压力与促销力度的组合,以及客观时间压力与品牌价值的组合,对促销价值感知都有强化作用,且前者能提升电商网站的好感度与选择行为,而后者对电商选择行为倾向的正向影响则未得到证实。此外,消费者对电商网站的好感度会大大增加网站浏览、正面口碑传播和带来更多的购买行为。

Seckilling is an important measure for e-commerce businesses to compete and to increase traffic with its specific characteristics of extremely short duration,price of promotional products even lower than their costs and the number of promotional products usually scarce.As the time pressure of sales promotion can effectively improve consumers’value perception,it can be assumed that the time pressure during seckilling will lead to a love-me-love-my-dog effect.That is to say,if a consumer loves seckilling,his or her favorability rating and other friendly behaviors to e-commerce websites will be greatly increased.Practically,a halo effect can explain the aim of seckilling and how seckilling can achieve the traffic-building goal.In order to exploit the mechanism of how time pressure of seckilling affects traffic building,the material incentives which include two factors such as promotion rates and brand value are defined as subjective time pressure and time deadline is defined as objective time pressure.Based on these analyses,a consumer survey was conducted to collect psychological experimental data to test those hypotheses proposed after a thorough literature review.Finally,it is confirmed that the promotion rates of subjective time pressure and the time deadline of the objective time pressure can increase favorability rating and other friendly behaviors to ecommerce websites.While promotion rates and brand value are mixed with objective time pressure separately,these two groups have obvious and positive influences on value perception.However,the first group can improve favorability rating and choice behaviors for e-commerce websites;the second group has not yet been confirmed to have a positive impact on choice behaviors for e-commerce websites.In addition,the favorability rating can substantially increase other friendly behaviors such as more website browsing,better word-of-mouth publicity and more purchasing behaviors.