社会与工程心理学研究室知识库

网络购物已经成为一种重要的购物方式，营业额占全国零售市场的10%以上，有一半以上的网民会通过网络购物，网络购物已经成为消费者满足日常需要的重要渠道，为了吸引消费者，网络零售商运用各种营销手段，其中促销是使用最为广泛的一种。 本研究采用问卷调查的方法，探究不同促销方式打折、买赠、满额减和优惠券通过客户满意、客户结果性价值、客户情绪性价值、转换成本四个中介变量是否影响以及如何影响对网络零售网站客户粘性。 本研究在线上共招募了310位网络购物消费者进行问卷调查，结果发现，四种主要的促销方式中，打折、买赠、满额减和优惠券与在线客户粘性具有相关性。转换成本中介优惠券、打折、满额减对客户粘性的影响；客户结果性价值中介打折、满额减对客户粘性的影响；客户情绪性价值中介买赠、打折、满额减对客户粘性的影响。 本研究得出的新结果具有重要的理论意义，并为零售网站的营销活动提供了具体的指导建议。 

 Online shopping has been the main commercial activity in our life. It has taken over 10% of the retail market. More than half of all consumers go shopping online and online shopping is influencing people’s daily life more deeply. For attracting customer, online retailer use all kinds of marketing tools, sales promotion is the most important one in the tools. We use questionnaire research how do different sales promotion effect consumers’ behavior intentions by consumers’ satisfaction, trust, consumer value and switch cost, and research the sales promotion how to affect consumer online stickiness. a survey was conducted by collecting data from 310 online consumers, we find indicated that discount and deduction with purchase and buy free and coupon are relative with customer stickiness; Switching costs mediate the relation between coupon, discount, deduction with purchase and customer value; Outcome value mediate the relation between coupon, deduction with purchase and customer stickiness; Emotional value play Intermediary role between discount and deduction with purchase , buy free and customer stickiness. The new consequence from this research has theoretical implications and suggestions For E- retailer marketing.