消费者促销预期研究述评与展望

被引：9

作者：

刘石兰 ^{[1
,2
]}

甘艳玲 ^{[1
]}

机构：

[1] 广东外语外贸大学商学院

[2] 广东外语外贸大学粤商研究中心

来源：

外国经济与管理 | 2015年 / 37卷 / 03期

基金：

广东省自然科学基金;

关键词：

促销; 促销预期; 购买决策;

D O I：

10.16538/j.cnki.fem.2015.03.002

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

促销是商家吸引和促使消费者进行大量购买的惯用手段,但频繁的促销会导致消费者促销预期的形成,这种心理预期一旦形成,就会严重削弱正在进行的促销活动的吸引力,减少消费者对目标促销产品的购买数量,甚至令消费者转向其他品牌或者推迟当前购买,从而产生令商家非常棘手的促销遇冷现象。本文围绕促销预期的概念、理论基础、形成机理、作用结果和治理对策等问题,梳理了相关研究成果,并在此基础上对未来研究方向进行了展望,以期为理论研究的深化和营销实践中相关问题的解决提供多种视角。

引用

页码：40 / 52

页数：13

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