价格促销与顾客冲动性购买的关系研究

摘要 从交易效用理论的新视角，探讨了价格促销对顾客冲动性购买产生影响的作用机制，实证结果表明:价格促销会显著正向直接或间接影响顾客的冲动性购买;交易效用在价格促销与顾客冲动性购买之间产生部分中介作用;同伴购买建议倾向在价格促销对交易效用的影响中、交易效用对顾客冲动性购买的影响中及价格促销对顾客冲动性购买的影响中均起到调节作用。提出了商品对比策略、激励顾客同伴的策略，以此来帮助企业或商家进行更有效的价格促销活动，增强顾客的交易效用，拓宽价格促销对顾客冲动性购买的影响边界，从而增加其营销绩效。
Abstract：From the new perspective of transaction utility theory， the effect mechanism of price promotion on customers' impulsive purchase was explored. It was concluded that price promotion significantly affects customers' impulsive purchase directly or indirectly， transaction utility plays a partial mediating role between price promotion and customers' impulsive purchase， and companions' purchase proposal tendency plays a regulating role in the impact of price promotion on transaction utility， the impact of transaction utility on customers' impulsive purchase as well as the impact of price promotion on customers' impulsive purchase. It was thus suggested that such strategies as commodity comparison and companion inspiring should be applied to help enterprises or businesses to carry on more effective price promotions， enhance the transaction effectiveness of customers， and broaden the impact boundary of price promotion on customers' impulsive purchase， thereby increasing their marketing performance.