价格促销对消费者购买决策的影响 -市场营销专业

摘要

价格促销作为市场营销的重要手段，对消费者购买决策产生着复杂而深刻的影响。在当今竞争激烈的市场环境中，企业纷纷通过价格促销吸引消费者，但其具体影响机制尚需深入探究。本研究旨在探讨价格促销对消费者购买决策的影响，基于消费者行为理论和营销学相关理论，综合运用文献分析法、问卷调查法与实验研究法展开研究。通过对大量样本数据的收集与分析发现，价格促销能够显著提升消费者的购买意愿，在不同产品类别中表现出差异性影响，对于非必需品的促进作用更为明显。同时，价格促销的形式如折扣力度、优惠券等对消费者吸引力存在区别，较大折扣更能激发冲动型消费。此外，还考察了消费者个体特征因素，年龄、收入水平等因素会影响其对价格促销的敏感度。本研究创新地将心理账户理论融入分析框架，揭示出价格促销不仅改变商品的货币成本感知，还会引发消费者的心理成本重新评估，这一视角为理解价格促销影响机制提供了新思路，也为企业在制定价格促销策略时考虑目标受众特点以提高营销效果提供了理论依据。

关键词：价格促销消费者购买决策折扣力度

Abstract

Price promotion, as an essential marketing tool, exerts complex and profound influences on consumer purchasing decisions. In today's highly competitive market environment, businesses increasingly employ price promotions to attract consumers; however, the specific mechanisms of its impact warrant further investigation. This study aims to explore the influence of price promotions on consumer purchasing decisions by integrating consumer behavior theory and relevant marketing theories, utilizing a combination of literature analysis, survey methods, and experimental research. Analysis of extensive sample data reveals that price promotions significantly enhance consumers' purchase intentions, with differential effects across various product categories, showing more pronounced effects on non-essential goods. Additionally, different forms of price promotions, such as discount magnitudes and coupons, exhibit varying levels of appeal to consumers, with larger discounts being more effective in stimulating impulsive buying. The study also examines individual consumer characteristics, indicating that factors like age and income level influence sensitivity to price promotions. Innovatively, this research incorporates the mental accounting theory into the analytical fr amework, uncovering that price promotions not only alter the perceived monetary cost of products but also trigger a psychological reevaluation of costs. This perspective offers new insights into understanding the mechanisms of price promotion impacts and provides theoretical support for businesses to consider target audience characteristics when formulating price promotion strategies to enhance marketing effectiveness.

Keyword:Price Promotion Consumer Purchase Decision Discount Magnitude

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法概述 2

2价格促销影响消费者认知 2

2.1促销信息的感知过程 2

2.2价格折扣的心理效应 3

2.3促销对产品价值的认知 3

3价格促销与购买动机分析 4

3.1激发即时购买欲望 4

3.2影响长期购买意愿 5