电商促销活动的长期影响效应研究——基于天猫网消费者的实证分析

Research on the Long-term Effects of E-commerce Promotions——An empirical study of T-mall consumers

作为一种成熟的营销工具,促销是电商企业开拓市场的有力武器,其产生的诸多即期市场反应已经得到充分研究,但促销能否产生积极的长期市场反应却一直没有得到有效验证。本文通过构建理论模型深入探究电商促销期间的信息激励对顾客信任的长期影响。通过对天猫平台消费者的问卷调查数据进行实证分析后发现,促销信息激励、在线评论激励以及二者的交互项均能对顾客信任和感知价值产生正向影响;感知价值在促销信息激励、在线评论激励以及二者的交互项与顾客信任的关系中发挥了完全中介作用;而性别对电商促销活动长期影响效应的形成机制具有显著的调节作用。研究结果证实了提高感知价值是赢得顾客信任的根本途径,为此,需要持续优化信息激励和传播策略,发挥促销信息激励和在线评论激励的协同效应,克服促销对短期收益的过度追求。

As a mature marketing tool,promotion is a powerful weapon for e-commerce enterprises to explore the market,and the instant market reactions generated by promotions have been fully studied,but whether promotion can produce positive long-term reactions has not been effectively proved.A conceptual framework is proposed in order to study the long-term impact of informational incentives on customer trust during E-commerce promotions.Through the empirical analysis based on the questionnaire data of T-mall’s customers,the empirical results showed that promotional information incentives,online review incentives and their interactive items have positive impacts on customer trust and perceived customer value.Additionally,perceived value is found to play a significant mediating role between promotional information incentives and customer trust;gender moderates the formation mechanism of long-term effects.The empirical results indicate that improving customer perceived value is fundamental and most effective approach for gaining customer trust.Therefore,e-commerce companies should continuously optimize informational incentive and dissemination strategies,and fulfill the synergistic effect of promotional information incentives and online review incentives thus focusing on achievement of long-term rather than short-term goals of e-commerce promotions.