网络促销方式对消费者购买意愿的影响机制研究网络促销方式对消费者购买意愿的影响机制研究

北京邮电大学学报(社科版) ›› 2016, Vol. 18 ›› Issue (2): 31-38.

网络促销方式对消费者购买意愿的影响机制研究网络促销方式对消费者购买意愿的影响机制研究

北京邮电大学经济管理学院，北京100876

收稿日期:2016-01-05 出版日期:2016-04-30

Influence Mechanism of Online Promotion on Consumers’ Purchase Intention

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2016-01-05 Online:2016-04-30

摘要/Abstract

摘要：

为了探究消费者在网络购物时品牌熟悉度与商家促销方式对其购买意愿的交互影响，模拟了网络购物情景，利用消费者的双系统信息处理理论（情感处理系统、认知处理系统）对消费者的购买意愿进行分析，检验了品牌熟悉度（高和低）和网络促销方式（价格促销与非价格促销）对消费者购买意愿的交互影响以及作用机制。结果表明，对于高熟悉度品牌，价格促销比非价格促销更能引起消费者的购买意愿，其中介机制为情感处理系统；对于低熟悉度品牌，非价格促销比价格促销更能引起消费者的购买意愿，其中介机制为认知处理系统。

关键词: 网络促销, 品牌熟悉度, 信息处理, 购买意愿, 消费者

Abstract:

Based on the dual-systems information processing theory (affective processing system and cognitive processing system), this paper attempts to simulate online shopping scene in order to develop a framework for investigating consumers’ purchase intention in the reciprocal influence between brand familiarity (high and low) and online promotion (price promotion and non-price promotion) during online shopping The results show that for the high familiarity brand, price promotion (vs non-price promotion) can cause consumers’ purchase intention, and the intervening mechanism is the affective processing system; for the low familiarity brand, non-price promotion (vs price promotion) can cause consumers’ purchase intention, and the intervening mechanism is the cognitive processing system

Key words: online promotion, brand familiarity, information processing, purchase intention；consumer

中图分类号:

F71355

赵保国，胡梓娴. 网络促销方式对消费者购买意愿的影响机制研究网络促销方式对消费者购买意愿的影响机制研究[J]. 北京邮电大学学报(社科版), 2016, 18(2): 31-38.

ZHAO Bao-guo, HU Zi-xian. Influence Mechanism of Online Promotion on Consumers’ Purchase Intention[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2016, 18(2): 31-38.

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