“越便宜越好卖”？——折扣深度与促销方式对促销效果的影响

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1、“越便宜越好卖”？——折扣深度与促销方式对促销效果的影响AdvancesinPsychology心理学进展,2<#990099'>015,5,376-385PublishedOnlineJune2<#990099'>015inHans.//.hanspub.org/journal/ap//dx.doi.org/1<#990099'>0.12677/ap.2<#990099'>015.56<#990099'>049376“MoreDiscountAttractMoreBuyers”?—InfluencesofDiscountDepthandPromotionTypeonPromo

2、tionEffectsXiaoyueLi,FengqiangGao,NingLiu*SchoolofPsychology,ShandongNormalUniversity,JinanShandongEmail:*sdliuning@yeah.netReceived:Jun.5th,2<#990099'>015;accepted:Jun.26th,2<#990099'>015;published:Jun.29th,2<#990099'>015Copyright?#990099'>0?2<#990099'>015byauthorsandHansPublishersInc.Thisw

3、orkislicensedundertheCreativeCommonsAttributionInternationalLicense(CCBY).//creativecommons.org/licenses/by/4.<#990099'>0/AbstractObjective:Tostudytheinfluencesofdiscountdepthandpromotiontypeonshort-termandlong-termeffectsofsalespromotions.Methods:39<#990099'>0collegestudentsparticipatedinth

4、isstudy,theywereaskedtoimaginepurchasingashampoounderacertainsalespromotionsituation.Weesti-matedshort-termandlong-termeffectsofsalespromotionswithscales.Results:Theconsumers’perceivedvalueswereaffectedbydiscountdepth.Theconsumers’purchaseintentionwasaf-fectedbydiscountdepthinpricediscountin

5、g,whiletheinfluenceofdiscountdepthonthecon-sumers’purchaseintentionwasnotsignificantinbonuspackpromotion.Theconsumers’per-ceivedqualityandexpectedfuturepricewereaffectedbydiscountdepthandpromotiontype.Conclusion:Theshort-termeffectsofsalespromotionsweremainlyaffectedbydiscountdepth,andthelon

6、g-termeffectsofsalespromotionswereaffectedbybothdiscountdepthandpromotiontype.Researchresultsindicatedthatthemarketersshouldconsiderreasonablyaboutdiscountdepthandpromotiontypetomaximizetheshort-termandlong-termeffectsofsalespromotions.KeywordsDiscountDepth,PriceDiscount,BonusPack,PromotionE

7、ffect“越便宜越好卖”？——折扣深度与促销方式对促销效果的影响李晓岳，高峰强，刘宁**通讯作者。“越便宜越好卖”？——折扣深度与促销方式对促销效果的影响377山东师范大学心理学院，山东济南Email:*sdliuning@yeah.net收稿日期：2<#990099'>015年6月5日；录用日期：2<#990099'>015年6月26日；发布日期：2<#990099'>015年6月29日摘要目的：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：39<#990099'>0