虚位情境下消费者购买行为的研究综述

A Review of Consumer Behavior to Product Phantom in Shopping Context

饥饿营销已成为一种备受企业推崇的营销方式,而事实上它是在利用产品虚位策略影响消费者行为。国内外学者针对产品虚位情境下消费者对可得产品和虚位产品的评价、选择和反应进行了研究。该文通过梳理文献发现,当消费者选择集同时具备虚位选项和可得选项时,消费者对虚位产品的评价提高,而对可得产品的评价降低;消费者不会倾向于选择属性最优的可得产品,而会倾向于选择与虚位产品属性相接近的可得产品;虚位产品的感知吸引力水平较高时,消费者不会选择转换或取消购买的反应,而是选择延迟购买。

Hunger marketing has become a highly respected strategy in which phantom strategy affects the consumer behavior. How did consumers’ evaluation of available products and phantom products change in the situation What happened to the choice of consumers How did consumers respond to it In this paper,through combing the literature we found that when the set of consumers’ choice included both phantom options and available options,the evaluation of phantom products would be improved and the evaluation of available products would be reduced. Consumers did not tend to choose the best available products but choose the products which were closer to the phantom. When the perceived attractiveness of phantom products was at a high level,consumers would not choose the transformation or cancel but choose delay.