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大众促销对会员的会员卡感知价值影响研究 被引量：1

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摘要 随着竞争加剧,会员制定向促销方式作为企业保留忠诚顾客的手段之一越来越受到企业青睐。文章采用2×5实验法研究了企业大众促销中买赠和折扣两种促销方式对会员的会员卡价值感知的影响。结果表明大众促销为打折,会员对促销品能享受"折上折+积分""赠品+积分"时,能够增强会员的会员卡感知价值,会员对促销品只享受"积分"和"不享受会员待遇"时,会降低会员的会员卡感知价值,会员对促销品享受"折上折"或在节假日提供打折促销而会员只能对促销品享受"积分"优惠时,不会影响会员的会员卡感知价值;当"买赠"促销力度小于会员卡折扣力度,会员对促销品享受"会员待遇+赠品"可增强会员的会员卡感知价值,而会员对促销品只享受会员待遇不会影响到会员的会员卡感知价值;当"买赠"促销力度大于会员卡折扣时,会员卡只享受积分,不会影响会员对会员卡的价值感知;当大众促销为买赠,而会员对促销品不享受会员待遇,可降低会员的会员卡感知价值。
作者 苏钰
机构地区 天津商业大学
出处 《工业技术经济》 CSSCI 2010年第10期25-32,共8页 Journal of Industrial Technological Economics
基金 天津市哲学社会科学研究规划资助项目(项目编号:TJGL08-103)
关键词 大众促销 会员卡 感知价值 买赠 折扣
分类号 F713.3 [经济管理—产业经济]
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参考文献18

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二级参考文献26

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工业技术经济
2010年 第10期

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