关键词: 购买限制, 限时促销, 限量促销, 购买机会易达性, 消费者竞争

Abstract:

Sales promotion is a kind of temporary and transient activity in nature. Only provided with a certain restriction can promotions have a positive effect on sales. Qualitative and quantitative studies provide evidences that quantity-limited promotion is more effective than time-limited promotion in influencing consumers’ purchase intentions because of consumer competition, but only when the promotion is organized in a high level of perceived accessibility of purchase opportunity. When a promotion is organized in the condition that consumers perceived the purchase opportunity in a low level of accessibility, consumers would react more positive to time-limited promotion than quantity-limited. In those situations, time-limited promotion is more effective than quantity-limited promotion because consumers perceive higher uncertainty of promotion opportunity in quantity-limited promotion. Moreover, the interaction between types of purchase restrictions and perceived accessibility of purchase opportunity is moderated by consumers’ cognitive closure need.

Key words: Purchase Restriction, Time-limited Promotion, Quantity-limited Promotion, Perceived Accessibility of Purchase Opportunity, Consumer Competition