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真实与利益共存?促销刻板印象内容模型及群体感知差异

Do Profitability and Authenticity Co-exist?A Model of Sales Promotion Stereotype Content and Its Perception Differences among Groups
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摘要 基于Fiske等提出的刻板印象内容模型及混合刻板印象检验的方法,本文既验证了"利益性"和"真实性"是促销刻板印象内容模型的两个核心维度,也验证了不同消费群体对两个维度的感知呈混合分布的假定,并得出以下一些结论。第一,真实性既反映了企业的道德水平与利他诉求,也反映了企业的意图以及温暖的程度,说明消费者对企业促销目的的分析是以道德评价为基石的。第二,利益性反映了企业给予消费者好处的多寡与达成意图的能力。由于消费者对"利己"情形下发生的"利他"行为会有折扣期望,因此不同水平的利益性将会带来不同的评价。第三,虽然利益性和真实性都会显著正向影响促销参与意愿,但是利益性的影响更大。此外,反映在群体差异上,就是"高利益—低真实"和"高利益—高真实"类别消费者的促销参与意愿更为强烈,说明人们参与促销主要是由利益驱动的。第四,不同人口统计和心理变量的群体对促销评价存在明显的差异。在人口统计变量方面,群体分布相对分散;而在心理变量方面,群体分布较为集中,更符合"一高一低"的混合刻板印象假设。总体来看,与之前相关研究倾向于探索谁更喜欢促销有所不同,本研究反映了消费者在使用促销过程中"心理纠结"(既爱利益又怕虚假)的程度,这种有关促销刻板印象的感知差异也为企业开展差异化促销提供了坚实的理论依据。 With the methods testifying stereotype content model and mixed stereotype proposed by Fiske et.al,this paper not only finds that profitability and authenticity serve as two primary dimensions of sales promotion stereotype content model,but also validates there are perception differences among consumer groups about sales promotion stereotype in two mixed dimensions,and comes to the following conclusions.Firstly,authenticity illustrates that consumers’valuation about purpose of sales promotion is based on moral evaluation which contains the consideration of enterprises’morality,other-profitable demand,intention and warmth.Secondly,profitability reflects lots of benefits offered by enterprises which have abilities to enact their intentions.Owing to consumers often discounting on other-profitable behaviors under the self-profitable circumstances,high or low profitability levels will bring about low or high consumers’evaluations.Thirdly,the customers’perception of profitability and authenticity can both affect their willingness to participate in sales promotion significantly and positively,but the impact of the perception of profitability is stronger than the perception of authenticity does.All these results reflect in perception differences among groups are that customers with"high profitability-low authenticity"and"high profitability-high authenticity"perceptions have stronger willingness to participate in sales promotion.It illustrates that customers’participation of sales promotion are mainly driven by the perception of profitability.Fourthly,the paper also finds that demographics and psychographic characteristics can influence consumer groups’perception differences on sales promotion stereotype.Although on the side of demographics,the result shows dispersed groups;on the side of psychographic characteristics,the result shows concentrated groups which are more consistent with the hypothesis of frequent mixed clusters combined high authenticity with low profitability,or high profitability with low authe
作者 卢长宝 李杭 Lu Changbao;Li Hang(School of Economic&Management,Fuzhou University)
出处 《营销科学学报》 2018年第3期21-48,共28页 Journal of Marketing Science
基金 国家自然科学基金项目(71572039,71172085)的资助.
关键词 促销 真实性 利益性 促销刻板印象内容模型 群体感知差异 sales promotion authenticity profitability sales promotion stereotype content model perception differences among groups
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