CAJ | 학술논문

促销是商家吸引和促使消费者进行大量购买的惯用手段,但频繁的促销会导致消费者促销预期的形成,这种心理预期一旦形成,就会严重削弱正在进行的促销活动的吸引力,减少消费者对目标促销产品的购买数量,甚至令消费者转向其他品牌或者推迟当前购买,从而产生令商家非常棘手的促销遇冷现象。本文围绕促销预期的概念、理论基础、形成机理、作用结果和治理对策等问题,梳理了相关研究成果,并在此基础上对未来研究方向进行了展望,以期为理论研究的深化和营销实践中相关问题的解决提供多种视角。
촉소시상가흡인화촉사소비자진행대량구매적관용수단,단빈번적촉소회도치소비자촉소예기적형성,저충심리예기일단형성,취회엄중삭약정재진행적촉소활동적흡인력,감소소비자대목표촉소산품적구매수량,심지령소비자전향기타품패혹자추지당전구매,종이산생령상가비상극수적촉소우랭현상。본문위요촉소예기적개념、이론기출、형성궤리、작용결과화치리대책등문제,소리료상관연구성과,병재차기출상대미래연구방향진행료전망,이기위이론연구적심화화영소실천중상관문제적해결제공다충시각。
Promotion is a tool for retailers to allure and drive consumers to purchase more products. But frequent promotions result in the formation of consumer promotion expecta- tions. Consumer expectations for future promotions will weaken heavily the attraction of present promotions, decrease the purchase amounts of targeted promoted products, and even make consumers transfer to other brands or defer the present purchase,thereby leading to a failure as a promotion which is intractable for retailers. Focusing on the concept, theoretical foundation, formation mechanism, outcomes and governance tactics of promotion expecta- tions,this paper reviews relevant research results and points out the directions in future re- search to provide multi-perspectives for deep theoretical study and the solution to marketing practical problems.