“越便宜越好卖”？——折扣深度与促销方式对促销效果的影响

“More Discount Attract More Buyers”? —Influences of Discount Depth and Promotion Type on Promotion Effects

摘要: 目的：探讨折扣深度与促销方式对促销活动的短期效果与长期效果的影响。方法：390名大学生参与了本研究，指导他们想象在某个特定的消费场景中购买一款洗发水。采用量表对促销活动的短期效果与长期效果进行评估。结果：消费者对产品的感知价值会受到折扣深度的影响；在价格折扣中，消费者的购买意向会受到折扣深度的影响，而在买赠折扣中，折扣深度对购买意向的影响不显著；消费者对产品的感知质量和预期未来估价会受到折扣深度与促销方式的双重作用。结论：促销活动的短期效果主要受折扣深度的影响，促销活动的长期效果则会同时受到折扣深度与折扣方式的影响。研究结果启示商家在进行促销活动时，应该合理考虑折扣深度与促销方式以获得最大的短期与长期促销效果。

Abstract: Objective: To study the influences of discount depth and promotion type on short-term and long- term effects of sales promotions. Methods: 390 college students participated in this study, they were asked to imagine purchasing a shampoo under a certain sales promotion situation. We esti-mated short-term and long-term effects of sales promotions with scales. Results: The consumers’ perceived values were affected by discount depth. The consumers’ purchase intention was affected by discount depth in price discounting, while the influence of discount depth on the consumers’ purchase intention was not significant in bonus pack promotion. The consumers’ perceived quality and expected future price were affected by discount depth and promotion type. Conclusion: The short-term effects of sales promotions were mainly affected by discount depth, and the long-term effects of sales promotions were affected by both discount depth and promotion type. Research results indicated that the marketers should consider reasonably about discount depth and promotion type to maximize the short-term and long-term effects of sales promotions.