电商平台异质性促销类型对消费者溢出效应研究

Study on the Spillover Effects of Heterogeneous Promotion Types of E-Commerce Platforms on Consumers

摘要: 促销已经是一种常见的营销手段，通过采取特定的策略和措施，以促进产品或服务的销售，吸引和激发消费者的购买行为。尽管促销活动在营销领域中广泛应用，并且短期效应已经得到了广泛研究，但对于促销活动的长期影响的研究相对较少。本文基于国内某大型电商交易平台的销售数据，分析不同的促销方式，如价格促销与优惠券折扣，会给消费者带来何种不同的体验。研究发现，价格促销的方式能够有效地激发消费者的购物热情，导致他们的购物意愿不断上涨，从而产生长期溢出效应。丰富了现有对于电商平台促销溢出效应的研究，并给予电商企业对于优化促销策略以实现企业目标一定的建议。

Abstract: Promotion has become a common marketing tool that involves adopting specific strategies and measures to promote the sale of products or services, attract and stimulate consumer purchasing behavior. Although promotional activities are widely used in the field of marketing and short-term effects have been extensively studied, there is relatively little research on the long-term impact of promotional activities. This article is based on sales data from a large domestic e-commerce trading platform, analyzing the different promotional methods, such as price promotions and coupon discounts that will bring different experiences to consumers. Research has found that price promotions can effectively stimulate consumers’ shopping enthusiasm, leading to a continuous increase in their willingness to shop, resulting in long-term spillover effects. It enriches the existing research on the spillover effect of e-commerce platform promotion, and gives e-commerce enterprises some suggestions on optimizing promotion strategies to achieve corporate goals.