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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。通过实验研究者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,网上促销框架效应不显著。
Applying the framework theory to online promotion research, this paper defines the online promotion framework and differentiates the negative promotion framework and the positive promotion framework. Through experimental researchers found that passive marketing framework than the positive marketing framework to promote consumer’s online purchase more willing. In addition, the characteristics of consumers’ adjustment orientation and the price of the products play an adjustment role on the online promotion framework effect. In contrast to the passive marketing framework, an active marketing framework can further promote the online shopping desire of consumers with a promotion-oriented quality; the passive marketing framework can further promote the consumer-oriented Internet shopping will. In the case of low-priced products, the negative sales promotion framework can promote consumers’ willingness to buy more than the positive sales promotion framework, whereas the online marketing promotion effect is not significant for high-priced products.