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5108规则复杂的多重折扣方案在促销中越来越常见，而现有研究尚未考察多重折扣对消费者购买决策的影响。本研究基于数字认知，通过四项实验探究了多重折扣方案对消费者购买意愿的影响。实验1发现相对于多重折扣，消费者更加偏好单一折扣。实验2检验了认知流畅性与感知商家真诚度对多重折扣影响购买意愿的连续中介作用。实验3验证了消费者促销关注度的调节作用，促销关注度低的消费者对折扣方案无偏好差异，而促销关注度高的消费者更不喜欢多重折扣。实验4引入折后价格展示作为调节变量，当提供折后价格时，多重折扣对消费者购买意愿无显著影响；当不提供折后价格时，单一折扣情况下消费者购买意愿更高。本研究为企业选择和设计折扣促销方案提供了理论支持和实践指导。
一重折扣一重关：多重折扣方案对消费者购买决策的影响
摘要
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引用本文
王欣, 肖春曲, 朱虹. 一重折扣一重关：多重折扣方案对消费者购买决策的影响[J]. 外国经济与管理, 2020, 42(12): 56-71.
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