激励类型对促销效果影响的实证研究:基于生命史理论的研究视角

Empirical Research of Effects of Incentive Type on Effectiveness of Sales Promotion Based on Life-History Theory Approach

在日趋激烈的市场竞争中,企业通常使用促销的方式来提高消费者感知价值利益,进而促进提高消费者购买意愿和满意度。基于生命史理论的视角,研究并探讨了激励类型(金钱激励vs.精神激励)及消费者童年社会经济地位对促销效果的影响。通过实验研究发现,相比于传统的金钱激励类型,精神激励在促销中也可以对消费者的购买意愿起到促进作用,并且,这一作用受到消费者童年社会经济地位的调节。对于高童年社会经济地位的消费者,在促销中获得精神激励相比金钱激励后的购买意愿更高;而对于低童年社会经济地位的消费者,获得金钱激励相比精神激励后的购买意愿更高。

Companies often use sales promotion to boost consumer perceived benefits, which, in turn, promotes consumers' purchase intention and satisfaction in an increasingly fierce market competition. Based on the life-history theory, this paper focuses on the effects of incentive type(monetary incentive versus spiritual incentive) and childhood socioeconomic status on the effectiveness of sales promotion. The results demonstrate that spiritual incentive can generate consumer response as can monetary incentive, and this effect is moderated by the childhood socioeconomic status(SES) of consumers. Specifically, consumers from higher-childbood SES respond more positively after getting spiritual incentives. Conversely, consumers with lower childhood SES are more likely to purchase products after they get monetary incentives rather than spiritual incentives.