摘要
基于消费者视角,通过实验法探究了产品类型与赠品关联度对促销评价的影响。研究表明:实用品会激发个体的纵向思维,消费者更注重利益最大化,进而对高关联度赠品评价更高;享乐品会激发个体的横向思维,消费者更注重多样化寻求,进而对低关联度赠品评价更高;赠品价格会调节主产品类型对赠品关联度的影响作用。当赠品处于低价格时,上述结论得以重复;然而,当赠品处于高价格时,无论实用品还是享乐品,个体都偏好高关联赠品。
From the perspective of consumers, this paper reveals the effect of product type and gift correlation on the evaluation of gift promotion. Results show that utilitarian product facilitates vertical thinking by holding consumers’ attention on benefit maximization, and higher evaluation of high correlation gift. However, hedonic product facilitates lateral thinking by holding consumers’ attention on variety seeking, and higher evaluation of low correlation gift. Gift’s price has a moderating role of the above effect. That is, such effect only replicated when gift is at relatively low price. However, when the price is high, high correlation gift is always better.
作者
张宇
丁雪超
杜建刚
ZHANG Yu;DING Xue-chao;DU Jian-gang(Business School,Nankai University,Tianjin 300071)
出处
《软科学》
CSSCI
北大核心
2019年第12期133-138,共6页
Soft Science
基金
国家自然科学基金项目(71572082)
关键词
实用品
享乐品
纵向思维
横向思维
赠品促销
utilitarian product
hedonic product
vertical thinking
lateral thinking
gift promotion
