关于逆营销的效果研究:基于CLT理论的视角

被引：19

作者：

苏凇 ^{[1
]}

黄劲松 ^{[2
]}

机构：

[1] 北京师范大学经济与工商管理学院

[2] 不详

来源：

管理世界 | 2013年 / 11期

关键词：

逆营销; CLT理论; 解释水平; 心理距离;

D O I：

10.19744/j.cnki.11-1235/f.2013.11.011

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

由于消费快速增加而导致的环境恶化、资源加速消耗,以及人们健康水平降低等问题,使得以减少需求为目标的逆营销逐渐获得越来越多的重视。但逆营销能否成功的关键在于能否改变消费者的购买行为和企业的积极参与。本研究从解释水平理论的视角出发,通过实证研究探讨了逆营销对消费者购买、愿意支付价格、企业态度和再购买意愿的影响,结果显示逆营销信息解释水平和决策者心理距离之间的匹配对能否减少消费者购买有着显著影响,成功的逆营销虽然减少了消费者购买,但却提升了消费者的愿意支付价格、企业态度和再购买意愿,对企业的可持续发展具有突出的意义。

引用

页码：118 / 129

页数：12

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