购后促销的不确定性对价格不公平感的影响

被引：2

作者：

熊玉娟

吕巍

金振宇

机构：

[1] 上海交通大学安泰经济与管理学院

来源：

管理现代化 | 2017年 / 37卷 / 02期

关键词：

促销不确定性; 价格不公平感; 风险态度; 体验性消费; 物质性消费;

D O I：

暂无

中图分类号：

F274 [企业供销管理]; F713.55 [商业心理学、市场心理学];

学科分类号：

1201 ; 040203 ;

摘要：

商品促销对于已经购买的顾客,可能带来价格不公平感,进而引发负面情绪和不利于商家的行为。研究发现:(1)对于所有概率水平,不确定促销相比确定促销,已购顾客的价格不公平感一定不会更高,并受到产品类型(物质性消费/体验型消费)的调节作用。(2)聚焦不确定促销,风险偏好者对于物质性消费,购后价格不公平感显著高于风险厌恶者;对于体验性消费,二者则无显著差别。

引用

页码：90 / 96

页数：7

共 20 条

[1] 购后情境下降价对顾客抱怨的影响研究——基于价格公平感的研究视角 [J].

陈金龙 ;

张少卿 .

当代财经, 2015, (12) :79-87

[2]

Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts[J] . Journal of Marketing . 2015 (2)

[3] How Power States Influence Consumers' Perceptions of Price Unfairness [J].

Jin, Liyin ;

He, Yanqun ;

Zhang, Ying .

JOURNAL OF CONSUMER RESEARCH, 2014, 40 (05) :818-833

[4] An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts [J].

Laran, Juliano ;

Tsiros, Michael .

JOURNAL OF MARKETING, 2013, 77 (02) :112-123

[5]

EFFECTS OF MISSING A PRICE PROMOTION AFTER PURCHASING ON PERCEIVED PRICE UNFAIRNESS, NEGATIVE EMOTIONS, AND BEHAVIORAL RESPONSES[J] . Chen,WeiWei,Tsai,Dungchun,Chuang,Han-Chia.Social Behavior and Personality . 2010 (4)

[6]

When Uncertainty Brings Pleasure: The Role of Prospect Imageability and Mental Imagery[J] . Yih Hwai Lee,Cheng Qiu.Journal of Consumer Research . 2009 (4)

[7]

Happiness for Sale: Do Experiential Purchases Make Consumers Happier than Material Purchases?[J] . Leonardo Nicolao,Julie R. Irwin,Joseph K. Goodman.Journal of Consumer Research . 2009 (2)

[8] Will you care when you pay more? The negative side of targeted promotions [J].

Tsai, Dungchun ;

Lee, Hsiao-Ching .

JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2007, 16 (07) :481-+

[9] Consumers' perceptions of the fairness of price-matching refund policies [J].

Kukar-Kinney, Monika ;

Xia, Lan ;

Monroe, Kent B. .

JOURNAL OF RETAILING, 2007, 83 (03) :325-337

[10]

Risk attitude and market behavior: Evidence from experimental asset markets[J] . Gerlinde Fellner,Boris Maciejovsky.Journal of Economic Psychology . 2007 (3)

← 1 2 →