摘要
消费者人口统计因素及因学习而形成的心理因素对其行为有着重要的影响,这一结论对于研究销售促进效用降低的内在原因有着重要的意义。本文通过国内消费者调查中获得的一手数据,系统检验了消费者有关销售促进的四种心理因素,即销售促进社会刻板印象、过度促销的社会认知、销售促进的规律认知以及销售促进激励效应,对消费者“理性的使用行为、正常的使用行为以及有意识的利用行为”的影响。实证结果表明,过度促销造成的麻木效应、促销规律化以及虚假促销造成的疑质效应等应对销售促进效用降低负主要责任。
Demographic characteristics and psychographics stemming from consumer learning have important impact on consumer′s behaviors. This finding is quite meaningful to the research on sales promotion. With the first-hand data from domestic consumer research, this paper systematically examines four psychographics of sales promotion, i.e., social stereotype of sales promotion, social perception of excessive promotion, awareness of sales promotion regularities and motivating effects of sales promotion. It also examines how consumer′s normal using behavior, conscious using behavior and rational using behavior are affected. The empirical results indicate that numbness and regularities in excessive promotion, as well as quality-suspecting effect of deceitful promotions should take most responsibility for lower sales promotion effectiveness of domestic firms.
出处
《管理评论》
2006年第5期37-44,共8页
Management Review
