满减促销中消费者凑单行为有效性研究：阈值设定、搭配选择的影响

In a marketplace, enterprises always launch a quota-conditional promotion (i.e., m RMB reduction for N RMB purchase) in sales to inspire consumers to buy more products. In order to reach the basic requirement of the quota-conditional promotion, consumers not only buy the targeted product they really want, but also buy some other products. Thus, consumers have to mix some products together within certain brands and categories. Such consumers’ behaviors in the situation of the quota-conditional promotion are called consumers’ tie-in behaviors. For enterprises, an effective quota-conditional promotion should not only improve purchases, but also enhance deal evaluations and shopping experience. How to design an effective quota-conditional promotion? Differing from the former studies which focus on the differences between promotions with a minimum purchase requirement, such as quota-conditional promotions, and other kinds of promotions, this study investigates the effectiveness of promotions from the perspective of internal characteristics of quota-conditional promotions, First, this research investigates the effect of thresholds, especially the price difference between the targeted product and quota, on consumers’ deal evaluations. In addition, this project examines the effects of the relevance type between the targeted product and the unnecessary product, which includes two types of value relevance and image relevance, on consumers’ tie-in decisions. Finally, this project sheds light on the effect of differences of combination products, including differences in price and differences in quality evaluation, on consumers’ shopping experience. In general, the present research may broaden the study on promotion and consumers’ tie-in decisions, and deepen the mechanisms of the effectiveness of quota-conditional promotions. It may also suggest empirical implications on effective promotions for enterprises.

营销实践中，为提高消费者的购买量，企业常常采用“满减促销(满N元减m元)”。为达到满减阈值(N)，消费者需在指定的品牌或类别中进行产品搭配，营销环境中称之为“凑单”。对企业而言，满减促销活动不仅要提高购买量，还要提高消费者的交易评价及整体购物体验。那么，企业如何设计满减促销活动方能提高消费者凑单行为的有效性？以往学者们主要对比满减促销这类限定最低购买量促销与其他类型促销的区别，较少从满减促销的内部特征入手考察其有效性。为此，本课题首先探讨主产品金额与阈值之间的对应(阈值设定)对消费者交易评价的影响；其次检验主产品与搭配产品之间的匹配(价值关联性和形象感知关联性)对消费者凑单意愿的影响；最后探讨搭配产品与搭配产品之间的关联(价格差异性和质量易评估差异性)对消费者整体购物体验的影响。本课题将拓宽企业促销方式和产品搭配的研究，深化满减促销活动有效性的机制，为企业设计有效的满减促销提供指导建议

营销实践中，企业常常采用“满减促销(满N元减m元)”的形式来鼓励消费者多购买，如何设计满减促销活动方能提高消费者凑单行为的有效性，以往研究较少从满减促销的内部特征入手考察。本项目围绕满减促销活动中的阈值设定和产品选择问题，考察其对促销活动有效性的影响作用及其内在机制。本项目主要完成以下几方面工作：1）解决了满减阈值高中低三个水平设定的问题，并探讨了阈值设定对消费者凑单意愿和交易评价的影响作用及其内在机制。2）分析了主产品类别（享乐vs.实用品）和主产品与搭配产品之间关系（相似vs.互补）对促销活动有效性的影响效应。3）在上述研究基础上，进一步对如何提高消费者对新产品类别的接受度和提高消费者耐心展开了分析。4）探索了产品与产品之间价值关联性，产品与消费者之间关联性的影响效应，结果发现产品与产品或产品与消费者之间存在关联有时会给产品带来负面影响。研究结果丰富了企业促销方式相关方面的研究，扩展了有关产品间价值关联的研究，为企业的促销设计和产品营销实践提供指导。