节日促销对消费者冲动购买的影响 -市场营销专业

摘要

随着市场竞争日益激烈，商家纷纷通过节日促销活动吸引消费者，这种营销方式对消费者的购买行为产生了显著影响。本研究旨在探讨节日促销对消费者冲动购买的影响，基于消费者行为学理论，结合社会心理学相关知识，以期为企业制定更有效的营销策略提供依据。通过对国内外相关文献的梳理发现，现有研究多集中于促销手段与冲动购买之间的关系，而缺乏对节日这一特殊情境下二者关系的深入探究。本研究采用问卷调查法，选取不同年龄、性别、职业的消费者作为样本，在多个具有代表性的节日期间进行数据收集，共回收有效问卷800份。运用SPSS软件对数据进行描述性统计分析、相关性分析和回归分析等处理后得出结果：节日促销氛围、促销优惠力度以及促销信息传播均对消费者冲动购买有正向影响；其中，促销优惠力度影响最为显著。此外，还发现消费者个人特质如性格、消费观念等因素在上述关系中起到调节作用。本研究创新之处在于将节日因素纳入考量范围，并且从多维度剖析了节日促销与冲动购买之间的关系，为丰富消费者行为学理论体系做出贡献，同时为企业开展节日促销活动提供了新的思路。

关键词：节日促销冲动购买促销优惠力度

Abstract

As market competition intensifies, retailers increasingly attract consumers through holiday promotions, which significantly influence consumer purchasing behavior. This study aims to investigate the impact of holiday promotions on impulsive buying, drawing on theories from consumer behavior and relevant knowledge from social psychology, in order to provide a basis for businesses to develop more effective marketing strategies. A review of existing literature reveals that most studies focus on the relationship between promotional tactics and impulsive buying but lack an in-depth exploration of this relationship within the unique context of holidays. This research employs a questionnaire survey method, selecting consumers of different ages, genders, and occupations as samples, collecting data during several representative holidays, and recovering 800 valid questionnaires. Data were analyzed using SPSS software for desc riptive statistics, correlation analysis, and regression analysis. The results indicate that the atmosphere of holiday promotions, the extent of promotional discounts, and the dissemination of promotional information all have positive impacts on impulsive buying, with the extent of promotional discounts being the most significant factor. Additionally, it was found that individual consumer characteristics such as personality and consumption concepts play a moderating role in these relationships. The innovation of this study lies in incorporating holiday factors into consideration and analyzing the relationship between holiday promotions and impulsive buying from multiple dimensions, contributing to the enrichment of consumer behavior theory and providing new insights for businesses conducting holiday promotions.

Keyword:Festival Promotion Impulse Buying Promotion Discount Strength

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研究方法与技术路线 2

2节日促销的类型与特征 2

2.1传统节日促销活动 2

2.2商业制造节日促销 3

2.3线上线下促销差异 3

3消费者冲动购买行为分析 4

3.1冲动购买的心理机制 4

3.2影响冲动购买的因素 4