自我建构对消费者促销方式偏好的影响

The Influence of Self-construction on the Consumers' Promotions Preference

形式多样的促销手段成为企业在激烈市场竞争中赢得胜利的重要方式。已有研究涉及的促销方式直接受益实体都是消费者自身,随着消费者社会责任意识的提高,直接受益实体为慈善机构的捐赠促销活动不断出现,然而很少有学者对不同受益实体的促销方式的效果进行比较。基于信息框架理论和调节定向理论,以打折促销和捐赠促销为研究对象,运用分类变量中介检验和3阶交互效应方法,通过Spss软件中的Process插件进行Bootstrap中介效应分析,解释调节定向在不同自我建构消费者对两种促销方式偏好关系中的中介作用机制,并引入感知风险和感知稀缺两个变量,探究其在自我建构对消费者促销方式偏好影响中的调节作用。研究结果表明,调节定向在自我建构与促销方式选择的关系中起中介作用,即拥有独立自我建构的消费者认为促进定向信息说服力更强,从而偏好打折促销方式;拥有依存自我建构的消费者认为防御定向信息说服力更强,从而偏好捐赠促销方式。当感知风险较高时,防御定向信息强化依存自我建构的消费者对捐赠促销方式的偏好;当感知风险较低时,促进定向信息强化独立自我建构的消费者对打折促销方式的偏好。当感知稀缺较高时,防御定向信息强化独立自我建构的消费者对打折促销方式的偏好;当感知稀缺较低时,促进定向信息强化依存自我建构的消费者对捐赠促销方式的偏好。在理论上拓展了信息框架效应的相关研究,揭示了自我建构与调节定向作用关系的适用边界。通过检验不同自我建构消费者对调节定向相匹配的促销信息评价机制,证明促销活动中的匹配机制可使促销效果更佳。在实践上,为企业在不同消费情景下面对不同特点消费者制定相应的促销活动提供了策略指导,从而提升企业的销售利润。

Various promotion methods have become an important approach for an enterprise to succeed in the market with increasingly fierce competition. The existing research has discussed the consumers’ preference mechanism for different promotion modes,but the direct benefits of the promotion methods are consumers themselves. With the improvement of consumers’ awareness of social responsibility,donations promotions,which directly benefit entity for charity appear constantly. However,few scholars compare the effects of different benefit entities types of promotions.Based on the theory of message framing and the theory of regulatory focus,this research takes discount and donation promotion as the research object. By using categorical variable mediation method and three-way interaction method,the paper analyzes the bootstrap mediating effect through the PROCESS plug-in in SPSS software to explain the mechanism of different self-construction consumers’ preference for the two promotion methods. Furthermore,perceived risk and perceived scarcity are introduced to explore the moderating effect of these two variables on the influence of self-construction on consumer promotion preference.The results of research shows that: ① the regulatory focus plays an intermediary role in the relationship between self-construction and promotion method selection. Independent self-construction consumers are easy to select the discount promotion with the promotion focus message,while consumers with the interdependent self-construction are easy to select the donation promotion with the prevention focus message;② when the perceived risk is high,the prevention focus information will strengthen the interdependent self-construction of consumers’ preference for donation promotion;when the perceived risk is low,the promotion focus information will strengthen the independent self-construction of consumers’ preference for discount promotion;③ when the perceived scarcity is high,the prevention focus information will strengthen the independent self-construction of consumers’ preference for discount promotion;when the perceived scarcity is low,the promotion focus information will strengthen the interdependent self-construction of consumers’ preference for donation promotion.In theory,this paper expands the relevant research of message framing effect,and it also reveals the applicable boundary between self-construction and regulatory focus. By inspecting the promotion information evaluation mechanism of different selfconstruction consumers on regulatory focus frame,the paper proves that the matching mechanism could from the better promotion effect. In practice,it provides a strategic guidance for enterprises to develop promotional activities for consumers in different consumption scenarios,so as to enhance the sales profits of the enterprises.