前置式和后置式促销的效果:中国和巴基斯坦消费者的比较

IF 1 4区 心理学 Q4 PSYCHOLOGY, SOCIAL
Zhenpeng Yu, H. Zeng, Liaogang Hao
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引用次数: 0

摘要

我们探讨了前置和后置促销对中国(长期导向)和巴基斯坦(短期导向)消费者的影响。受访者分别来自中国成都一所大学(213人)和巴基斯坦卡拉奇一所大学的学生(209人)。结果表明,前装促销比后装促销产生更高的消费者感知价值、更大的预期后悔和更强的购买意愿,感知价值和预期后悔在促销策略和购买意愿之间起中介作用。此外,文化背景在促销策略对消费者反应的影响中发挥了调节作用。具体而言,对于中国的长期消费者来说,前置促销比后置促销产生了更高的感知价值、更大的预期遗憾和更强的购买意愿。然而,对于巴基斯坦的短期消费者来说,促销策略类型对消费者反应的影响并不显著。这项研究加深了对消费者对即时福利和延迟福利的态度如何影响促销策略效果的理解,为全球企业制定有效的促销策略提供了管理启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Effects of Front-Loaded and Rear-loaded Promotions: A Comparison Of Consumers in China and Pakistan
We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention. Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.
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来源期刊
Social Behavior and Personality
Social Behavior and Personality PSYCHOLOGY, SOCIAL-
CiteScore
2.20
自引率
7.70%
发文量
117
期刊介绍: Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.
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