“爱礼品”还是“要包邮”:哪种促销方式更吸引你？ ——影响网上促销框架和网络购买意愿关系的调节变量研究

营销科学学报 ›› 2013, Vol. 9 ›› Issue (1): 105-117.

“爱礼品”还是“要包邮”:哪种促销方式更吸引你？ ——影响网上促销框架和网络购买意愿关系的调节变量研究

施卓敏，李璐璐，吴路芳

施卓敏，中山大学管理学院市场系教授，E-mail: mnsszm@mail.sysu.edu.cn。
李璐璐，中山大学管理学院市场系硕士研究生，E-mail: 690619882@qq.com。
吴路芳，中山大学管理学院市场系硕士研究生，E-mail: fangluwu@126.com。

出版日期:2013-03-01 发布日期:2013-05-17

“Free Gift” or “Free Postage”, Which One Do You Prefer?---An Empirical Study on How Online Promotion Framing influence Consumer’s Online Buying Intention

Shi Zhuomin, Li Lulu, Wu Lufang

Business School, Sun Yat-Sen University

Online:2013-03-01 Published:2013-05-17

摘要/Abstract

摘要：

本研究将框架理论应用于网上促销研究，对网上促销框架进行了界定，并区分了消极促销框架和积极促销框架。本研究通过实验发现消极促销框架比积极促销框架更能促进消费者的网上购买意愿。并且，消费者的调节定向特质和产品价格的高低对网上促销框架效应起到调节作用。相对于消极促销框架而言，积极促销框架更能促进具有促进型定向特质的消费者的网络购物意愿；相对于积极促销框架而言，消极促销框架更能促进具有防御型定向特质的消费者的网络购物意愿。对于低价产品而言，消极促销框架比积极促销框架更能促进消费者的购买意愿，而对于高价产品而言，网上促销框架效应不显著。

关键词: 促销框架')">

促销框架, 消费者调节定向特质, ')">网络购买意愿

Abstract:

This paper identified the concept of online promotion framing and classified it into negative promotion framing (NPF) and positive promotion framing (PPF) based on framing theory. We found that the influence of NPF on consumers’ online buying intention was more powerful than that of PPF. The result showed that regulatory focus and product price moderated the effect of online promotion framing. The results are as follows. Compared with NPF, PPF has more influence on Promotion-Focus-Oriented Consumers’ online buying intentions. While compared with PPF, NPF has more influence on Prevention-Focus-Oriented Consumers’ online buying intentions. As to low-priced products, NPF has more influence on consumers’ online buying intention than that of PPF. However, the effect of online promotion framing is not significant for high-priced products.

Key words: Promotion Framing, Consumer’s Regulatory Focus, Online Purchasing Intention

施卓敏，李璐璐，吴路芳. “爱礼品”还是“要包邮”:哪种促销方式更吸引你？ ——影响网上促销框架和网络购买意愿关系的调节变量研究[J]. 营销科学学报, 2013, 9(1): 105-117.

Shi Zhuomin, Li Lulu, Wu Lufang. “Free Gift” or “Free Postage”, Which One Do You Prefer?---An Empirical Study on How Online Promotion Framing influence Consumer’s Online Buying Intention[J]. Journal of Marketing Science, 2013, 9(1): 105-117.