CAJ | 학술논문

单纯依赖经济利益刺激消费者购买的销售促进以牺牲利润换来销量，还可能提高消费者的价格敏感性和损害品牌价值。基于心理学的解释水平理论设计新的销售促进方式，在经济利益驱动的基础上融入影响消费者心理的手段，检验感知时间距离对消费者购买行为的影响，采用自然实验方法，根据信息不对称性控制产品特性，以银行客户为对象进行实证检验。研究结果表明，在购买体验产品时，与感知近期时间距离相比，消费者在感知远期时间距离时更重视产品的可取性；与感知远期时间距离相比，消费者在感知近期时间距离时更重视产品的可行性。没有购买同类产品经验的消费者更容易受感知时间距离影响，感知时间距离没有对消费者购买搜索产品行为产生显著影响。在此基础上提出管理建议，以提高营销的效率和效益。
단순의뢰경제이익자격소비자구매적소수촉진이희생리윤환래소량，환가능제고소비자적개격민감성화손해품패개치。기우심이학적해석수평이론설계신적소수촉진방식，재경제이익구동적기출상융입영향소비자심리적수단，검험감지시간거리대소비자구매행위적영향，채용자연실험방법，근거신식불대칭성공제산품특성，이은행객호위대상진행실증검험。연구결과표명，재구매체험산품시，여감지근기시간거리상비，소비자재감지원기시간거리시경중시산품적가취성；여감지원기시간거리상비，소비자재감지근기시간거리시경중시산품적가행성。몰유구매동류산품경험적소비자경용역수감지시간거리영향，감지시간거리몰유대소비자구매수색산품행위산생현저영향。재차기출상제출관리건의，이제고영소적효솔화효익。
The sales promotion relying on monetary benefit pursues sales performance at the cost of profit , which may increase price sensitivity and destroy brand value .Based on construal level theory in psychology to design new approaches for sales promo -tion, we explore the impacts of perceived temporal distance on consumers ′purchasing behaviors by adding means of affecting con-sumer psychology on the basis of driving economic interest .This study , controlling product characteristics according to informa-tion asymmetry , employs the method of natural field experiment and takes clients of commercial banks as research subjects .The results show that：①desirability outweighs feasibility when perceive temporal distance is far rather than near when consumers buy experience products;and ②feasibility outweighs desirability when perceive temporal distance is near rather than far .Consumers without experience of buying similar products are more likely to be affected by perceived temporal distance , while perceived tem-poral distance exerts little influence on customers′behaviors in purchasing search products .We also suggest managerial imple-ment to improve marketing efficiency and profits .