趋利或避害?出境旅游产品折价促销情境中的决策博弈

Pursuing Profit or Avoiding Harm?Decision Measurement in the Situation of Discount Promotion of Outbound Tourism Products

折价促销是商家吸引消费者购买产品的常用手段,促销幅度是消费者进行购买决策的重要因素,探讨出境旅游产品的消费决策机制对于丰富消费者行为相关理论具有重要意义。文章依据交易效用论和交易评估整体模型,引入感知利得、感知风险、感知价值三个中介变量,构建折价促销幅度影响出境旅游产品购买决策的结构方程模型。运用AMOS软件对215份问卷调查进行数据分析,研究结果显示:在出境旅游产品消费情境中,折价促销幅度显著正向影响购买决策;感知利得、感知风险、感知价值均为有效中介变量,感知利得与感知风险对感知价值的影响显著,但感知风险对购买决策的影响效果未达显著;随着折价幅度的增加,感知利得超越感知风险影响旅游者价值判断和购买行为。研究认为,出境旅游产品购买决策在折价促销时的风险感知无法利用一般性商品决策模型进行解释,而是体现出鲜明的基于流动性特征的旅游行为属性,消费者处理促销信息时更倾向于获利偏好而非风险规避,或因感知风险作为中介变量的解释能力不足,或因此促销情境中感知风险与购买决策间的相关关系呈非线性。

Discount promotion is a common method for merchants to attract consumers to shop,and the depth of promotion is of importance for consumers to make purchase decisions.Previous studies mainly focused on physical products,while outbound tourism products as a typical intangible product with its inherent particularity may lead to some difference on the effect of price factor to purchase decision.Therefore,exploration of the consumption decision-making mechanism of outbound tourism products is of great significance to enrich the relevant theories of consumer behavior.Based on the transaction utility theory and the overall transaction evaluation model,this study introduces three mediating variables namely perceived benefit,perceived risk and perceived value.A multi-factor structural equation model was constructed to depict the depth of discount affecting the purchase decision on outbound tourism products.With 215 questionnaires,AMOS was used for data analysis.The results showed that:(1)In the consumption situation of outbound tourism products,discount depth significantly positively affects the purchase decision;(2)The perceived benefit,perceived risk and perceived value are all effective mediators.Detailly,the perceived benefit and perceived risk have significant effects on perceived value,but perceived risk has no significant effect on purchase decision.(3)with the increase of discount depth,perceived benefit exceeds perceived risks to affect tourists'value judgment and purchase behavior.Study indicates that general commodity decision model is not appliable to explain outbound tourism product purchase decision mechanism when considering the case of discount promotion,which actually reflects the distinct characteristics of tourist behavior attributes based on liquidity.Consumers prefer profit seeking to risk aversion when processing promotional information since the lack of explanatory power of perceived risk as a mediator variable or the nonlinear relationship between perceived risk and purchasing decision under the situation in this study.