营销科学学报 ›› 2015, Vol. 11 ›› Issue (4): 30-47.

• 论文 • 上一篇    下一篇

广告信息框架对消费者虚位产品购买意愿的影响——基于感知稀缺性的中介作用

李东进,刘建新,张亚佩,郑军   

  1. 李东进,南开大学商学院市场营销系主任,教授,博士生导师,E-mail:djli1280@163.com。
    刘建新,南开大学商学院市场营销系博士研究生,西南大学经济管理学院讲师.E-mail:liujianxin2002@163.com。
    张亚佩,南开大学商学院市场营销系博士研究生,E-mail: zypei.w@163.com。
    郑军,南开大学商学院市场营销系博士研究生,E-mail: 7790246@qq.com。
  • 出版日期:2015-12-01 发布日期:2016-02-04
  • 基金资助:

    本文得到国家自然科学基金项目(71372099)和西南大学“中央高校青年基金项目(SWU1009030)”资助。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

The Effect of Advertisement Message Framing on Consumer’s Intention to Purchase Phantom Product: Based on the Mediating Role of Perceived Scarcity

Li Dongjin,Liu Jianxin,Zhang Yapei,Zheng Jun   

  1. Li Dongjin,Business School,Nankai University.
    Liu Jianxin,Business School,Nankai University;Economics and Management School,Southwest University.
    Zhang Yapei,Business School,Nankai University.
    Zheng Jun,Business School,Nankai University.
  • Online:2015-12-01 Published:2016-02-04

摘要:

产品虚位现象日益盛行,不仅给厂家或商家的营销理念与营销方法带来了重要变革,也给消费者的消费心理与消费行为带来了重要影响。面对厂家或商家呈现不同的虚位产品广告信息框架,消费者会产生不同的信息加工与认知反应,并最终会影响消费者的购买意愿。通过两个实验,我们发现:(1)消极信息框架广告较之于积极信息框架广告更能促进消费者的虚位产品购买意愿,但会受到解释水平的调节作用,而且会产生匹配效应;(2)感知稀缺性会中介广告信息信息框架对消费者虚位产品购买意愿的影响,并且该中介过程也会受到解释水平的调节作用,同样也会产生匹配效应。本文的研究结论不仅对深化和完善产品虚位理论有重要的理论意义,而且对改善厂家或商家的虚位营销操作水平和提高消费者的虚位产品消费理性水平有重要的实践意义。

关键词: 广告信息框架, 虚位产品, 感知稀缺性, 解释水平, 购买意愿

Abstract:

With the growing prevalence of phantom products phenomena, it hasn’t only brought manufactures or Merchants important transformations of marketing philosophy and strategy, but also brought consumers important effect on consuming psychologies and behaviors. On the exposure of different advertisement message framing of phantom products presented by manufactures or merchants, consumers will produce different information processing and cognition reaction, and finally produce an important impact on consumers’ purchasing intention. Across two experiments, we found that the negative message framing advertisement promoted greater intention to purchase phantom product than the positive message framing advertisement, but the process would be moderated by construal level and produced matching effect between advertisement message framing and construal level. Meanwhile, we also found that perceived scarcity would mediate the influence of advertisement message framing on consumer’ purchasing intention toward phantom product, and moreover the mediating process was also moderated by construal level and generated matching effect between advertisement message framing and construal level. The findings would not only deepen and perfect the phantom product theory, and but also enhance the manufactures’ or merchant’s operating ability to market phantom product and improve consumer’ rationality to purchase or consume phantom product.

Key words: advertisement message framing, phantom product, perceived Scarcity, construal level, intention to purchase