管理评论 ›› 2021, Vol. 33 ›› Issue (3): 159-169.

• 市场营销 • 上一篇    

网络购物节促销策略对消费者参与意愿影响及个人特征的调节作用

陈传红1, 李雪燕2   

  1. 1. 中南民族大学管理学院, 武汉 430074;
    2. 华中师范大学社会学院, 武汉 430079
  • 收稿日期:2019-04-01 发布日期:2021-04-06
  • 通讯作者: 李雪燕(通讯作者),华中师范大学社会学院讲师,硕士生导师,博士
  • 作者简介:陈传红,中南民族大学管理学院副教授,硕士生导师,博士。
  • 基金资助:
    国家社会科学基金一般项目(20BGL285)。

The Effect of Online Shopping Festival Promotion Strategies on Consumer Participation Intention and the Moderating Role of Personal Characteristics

Chen Chuanhong1, Li Xueyan2   

  1. 1. School of Management, South-Central University for Nationalities, Wuhan 430074;
    2. School of Sociology, Central China Normal University, Wuhan 430079
  • Received:2019-04-01 Published:2021-04-06

摘要: 网络购物节以聚集促销刺激,提高消费者参与度和购买力为主要目的。探索促销刺激对不同个人特征消费者参与意愿影响的有效性和差异,有利于电商平台与商家改进和完善网络购物节营销策略。本文从促销让利的诱惑性、促销品类的丰富性、促销活动的趣味性和全民参与的感染性四个维度测量消费者对网络购物节聚集促销的感知,基于刺激—反应理论构建以网络购物节聚集促销刺激为前因变量,消费者参与意愿为结果变量,个人特征为调节变量的研究模型,以“双十一”网络购物节消费者为调查对象收集495份有效数据,采用结构方程模型实证检验。研究发现,感知促销让利的诱惑性、感知促销品类的丰富性、感知促销活动的趣味性和全民参与的感染性正向显著影响消费者参与意愿;消费者性别、月收入、年龄在感知促销刺激对参与意愿影响中起调节作用。

关键词: 网络购物节, 促销策略, 刺激-反应理论, 个人特征, 参与意愿

Abstract: Online shopping festivals are characterized by gathering promotions to create a consumer shopping atmosphere. Exploring how environmental stimuli affects consumers' participation intention is beneficial for e-commerce platforms and merchants to improve their online shopping festival marketing strategies. This study conceptualizes the stimuli of online shopping festivals from four dimensions:perceived temptation of sales promotion, categories richness of promotion, fun of sales activities and perceived contagiousness of mass participation. Based on the Stimulus-Organism-Response (S-O-R) theory, this study constructs an influencing factors model of consumer participation intention in online shopping festival based on a 495-questionnaire survey of young people, and uses structural equation model for hypotheses testing. The results show that perceived temptation of sales promotion, perceived categories richness of promotion, perceived contagiousness of mass participation and perceived fun of sales activities positively affect participation intention, and consumers' gender, age and monthly income play a moderator role in the impact of environmental stimuli on participation intention.

Key words: online shopping festival, promotion strategies, stimulus-response theory, personal characteristics, participation intention