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本文旨在研究有限供给和过量需求两种稀缺感知营销策略对消费者购买意向的影响,并进一步探讨自恋程度和广告信息聚焦的调节作用。结果表明:两种稀缺感知对消费者购买意向有显著的正向影响;自恋的调节作用显著,自恋程度高的消费者对有限供给的产品的购买意向较强,自恋程度低的消费者对过量需求的产品的购买意向较强;不同类型的广告信息聚焦对自恋程度不同的个体的购买意向的调节作用显著,自恋程度高的消费者对促进聚焦广告的产品的购买意向较强,自恋程度低的消费者对预防聚焦广告的产品的购买意向较强。因此企业应该根据这些特点定制相应的营销策略,以更好地发挥稀缺感知营销策略在消费者购买决策中的作用。
The purpose of this paper is to study the effects of limited supply and excess demand on two strategies of scare awareness marketing to consumer purchase intentions, and further explore the role of narcissism and the adjustment of advertising information focus. The results show that: two kinds of scarcity perceptions have a significant positive effect on consumer purchase intention; narcissism has a significant adjustment effect; consumers with high levels of narcissism have a strong intention to purchase products with limited supply, and consumption with low level of narcissism The purchase intention of over-demanding products is strong; different types of advertising information have a significant effect on the adjustment of purchase intentions of individuals with different levels of narcissism; consumers with high levels of narcissism have a higher purchase intention of products that promote focused advertising. Strong, low-narcissistic consumers have a stronger intention to buy products that prevent focused advertising. Therefore, companies should customize the corresponding marketing strategies based on these characteristics in order to better play the role of scarce-aware marketing strategies in consumer purchasing decisions.