期刊文献+

企业慈善事件促销对消费者后续购买意愿的影响 被引量:9

The Influence of Charitable Cause Promotion on the Negative Effect of Promotion
原文传递
导出
摘要 本研究以归因理论为基础,通过实验法分析了慈善事件促销对消费者后续购买原价产品意愿的影响。实验1表明不同于常规促销,慈善事件促销下消费者后续购买意愿更高。实验2发现在常规促销中,折扣频率越高,消费者促销后购买意愿越低;在慈善事件促销中,折扣频率越高,促销后购买意愿越高。实验3表明在常规促销下,折扣幅度越高,消费者后续购买意愿越低;在慈善事件促销下,折扣幅度越高,消费者后续购买意愿越高。实验4发现对高声誉企业,无论常规促销或慈善事件促销,消费者促销后购买意愿并无显著性差异;而对低声誉企业,不同于常规促销,慈善事件促销下消费者后续购买意愿更高。本文为企业有效地使用慈善事件促销策略提供建议。 Built on attribution theory,this research investigates the influence of charitable cause promotion on the negative effect of promotion through experimental method. In study 1,the results indicate that comparing to normal marketing,charitable cause promotion will decrease the negative effect. Study 2 reveals that in the normal promotion,when discount frequency is high,the subsequent purchase intention is low;in the charitable cause promotion,when the discount frequency is high,the purchase intention is high. Study 3 reports that in the normal promotion,the higher discount level is,the lower subsequent purchase intention is;in the charitable cause promotion,the higher discount level is,the higher purchase intention is. Study 4 proclaims that the influence of charitable cause promotion on the negative effect is only significant when the corporate reputation is low. The findings in the current research provide feasible guidelines for companies to employ charitable cause promotion appropriately.
作者 冯文婷 汪涛 秦军 魏华 Feng Wenting;Wang Tao;Qin Jun;Wei Hua(Gemological Institute,China University of Geosciences(Wuhan),Wuhan 430074;Research Center for Organizational Marketing of Wuhan University,Wuhan 430074;School of Education,Xinyang Normal University,Xinyang 464000)
出处 《管理评论》 CSSCI 北大核心 2019年第1期126-135,共10页 Management Review
基金 国家自然科学青年基金项目(71702177 71702134) 国家自然科学基金重点项目(71532011)
关键词 慈善事件促销 动机归因 促销后负面效应 charitable cause promotion motivational attribution negative effect of promotion
  • 相关文献

参考文献3

二级参考文献18

  • 1Jeffrey W. Overby,Eun-Ju Lee.The effects of utilitarian and hedonic online shopping value on consumer preference and intentions[J]. Journal of Business Research . 2006 (10)
  • 2Hirschman EC,Holbrook MB.Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing . 1982
  • 3Strahilevitz Michael,John G Myers.Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell. Journal of Consumer Research . 1998
  • 4Kahneman D,Miller D T.Norm theory; Comparing reality to its alternatives[].Psychological Review.1986
  • 5Folkes Valerie S.Customer reactions to product failure: an attributional approach. Journal of Consumer Research . 1984
  • 6Enrico Diecidue,Nils Rudi,Wenjie Tang.Dynamic Purchase Decisions Under Regret: Price and Availability[J]. Decision Analysis . 2012 (1)
  • 7Kisang Ryu,Heesup Han,Soocheong (Shawn) Jang.Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry[J]. International Journal of Contemporary Hospitality Management . 2010 (3)
  • 8Song Su,Rong Chen,Ping Zhao.Do the size of consideration set and the source of the better competing option influence post-choice regret?[J]. Motivation and Emotion . 2009 (3)
  • 9J. Jeffrey Inman,James S. Dyer,Jianmin Jia.A Generalized Utility Model of Disappointment and Regret Effects on Post-Choice Valuation[J]. Marketing Science . 1997 (2)
  • 10Chip Heath,M.G. Fennema.Mental Depreciation and Marginal Decision Making[J]. Organizational Behavior and Human Decision Processes . 1996 (2)

共引文献28

引证文献9

二级引证文献32

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部