摘要
在网络环境下,促销方式多种多样,包括买赠、满减、价格折扣、满赠、特价/秒杀和返券等,在相同价格折让水平下,不同促销方式的顾客感知价值对消费者网络口碑传播意愿的影响不同。研究发现,价格折扣促销和特价/秒杀促销对网络口碑传播意愿有正向影响,买赠促销、满赠促销、满减促销和返券促销对网络口碑传播意愿的影响不显著。价格折扣和特价/秒杀的实际支出低于买赠、满赠、满减和返券促销,实际支出较低的促销方案其消费者感知价值和网络口碑传播意愿较高。消费者不认可买赠和满减的原因是买赠和满赠的赠品价格高于价值和赠品的可选择性不强,消费者不认可满减和返券促销的原因是两种促销方式经常增加消费者预算。因此,营销策划时应首先选择价格折扣和特价/秒杀,这两种促销方式对促进网络口碑传播方面优于买赠促销、满赠促销、满减促销和返券促销;当选择买赠和满赠促销时,应增加赠品的可选择性,且其价格不能高于其他电商平台;当选择满减促销时,应考虑消费者的消费预算,满减额应不超过或略低于消费者预算。
There are different patterns of promotion under the network environment,such as buying and giving,reduction or gift for consumption above a certain amount,price discount,special price/second kill and coupon return. Under the same price discount,customer perceived value with different pattern of promotion will have different influences on willingness of online word-of-mouth. It is found that price discount and special/second-kill has positive impact on the willingness of online word-ofmouth;and buying and giving,reduction or gift for consumption above a certain amount,and coupon return does not has significant impact. The actual expenditure of price discount and special/second- kill will lower than that of the others;and the lower actual expenditure will lead to higher consumers perceived value and willingness of online word- of- mouth. The reason why consumers do not accept buying and giving,reduction or gift for consumption above a certain amount is that the price of gifts is higher than the value of that and there is only little choice of the gift. And the reason why consumers do not accept reductions for consumption above a certain amount and return coupon is that this will increase their consumption budget. Therefore,in marketing planning,it is suggested to choose price discount and special price/seconds killing as the first two promotion methods;when choosing gift related promotion methods,choices of gifts should be increased,and the price of that should not be higher than that of other platforms;and when choosing reduction related promotion method,the consumer's consumption budget should be considered,and the reduction should not exceed or slightly lower than the consumer's budget.
作者
戴国良
DAI Guo-liang(Southern College of Sun Yat-sen University,Guangzhou,Guangdong510970,China)
出处
《中国流通经济》
CSSCI
北大核心
2019年第10期43-50,共8页
China Business and Market
基金
中山大学南方学院省级特色重点学科——电子商务建设(ZDNF201710)
关键词
电子商务
社交电商
促销方式
网络口碑
消费者行为
E-commerce
social e-commerce
promotion method
online word-of-mouth
consumer behavior
