折扣程度对顾客参与型产品偏好的影响研究

The Impact of Discount Sizes on Preferences towards Customer-Engaged Products——The Mediation Effect of Consumer-Company Identification

基于顾客-公司认同理论,通过3个实验研究探讨了不同折扣程度下消费者对顾客参与型产品偏好以及后续参与产品开发的意愿。结果显示,中等程度的折扣能够提高顾客-公司认同,增加消费者对顾客参与型产品的偏好,而大幅度折扣会降低顾客-公司认同,减少消费者对顾客参与型产品的偏好。在没有折扣的情况下,消费者对顾客参与型产品有更强的偏好。通过研究折扣策略与顾客参与策略的结合,发现折扣程度对顾客参与型产品的偏好呈近似的倒U型曲线,顾客-公司认同起中介作用。

Based on consumer-company identification theory,this study adopted three experiments to explore the impact of various discount sizes on consumers’preferences towards customer-engaged products and their intention to engage future product development.Results show that moderate discount can enhance consumer-company identification,and increase consumers’preferences towards customer-engaged products.In contrast,deep discount can diminish consumer-company identification,and lower customers’preferences for customer-engaged products.Without discount,customers have greater preferences towards customer-engaged products.Examining the combination of discount strategy and customer engagement strategy,we find that the impact of discount sizes on preferences towards customer-engaged products follows an approximated inverted U-shaped relationship,and the consumer-company identification mediates the above-mentioned effect.