摘要
对产品/服务相同的促销信息进行不同的表述,可能会导致消费者决策结果差异,这种现象称为“促销框架效应”。促销框架效应是影响旅游企业营销活动成功与否的重要因素之一,然而,目前较少有学者聚焦旅游者对旅游产品促销框架效应的偏好和响应。为弥补该研究空缺,文章基于框架效应理论,通过3个实验深入探讨了减损型促销框架(如满减促销:满400元减80元)和获利型促销框架(如满返促销:满400元返80元)对旅游者购买意愿的影响及其作用机制。研究发现,由于旅游情境之下个体的损失厌恶偏差更加凸显,因此,相对于获利型促销框架,减损型促销框架更能提升旅游者对旅游产品的购买意愿,并且感知价值在其中发挥了完全中介的作用;进一步,旅游者的调节导向显著调节了促销框架对购买意愿的影响,即对于促进导向的旅游者而言,获利型促销框架对其购买意愿的提升作用反而更强。
Promotion framing describes a technique with which the same promotion information is expressed through different but logically similar semantics.Consumers/Tourists tend to react differently to different framing approaches.Such framing strategy has been widely demonstrated to be an effective communication and persuasion approach in shaping audiences’information processing and decision making.To this end,promotion framing(i.e.,nonloss-framed and gain-framed)on the price information of tourism products plays a crucial role in the successful marketing activities of tourism enterprises.As two popular promotion framing strategies in tourism marketing practices,nonloss-framed promotion and gain-framed promotion have been widely seen in the tourism marketplace.The former refers to the price-based promotion information that highlights a discount a consumer can get when an eligible purchase happens,while the latter refers to how much money can be rebated to a consumer after an eligible purchase.Although research on the impact of promotion framing on consumers’responses is receiving increasing scholarly attention,it remains mainly conceptual.In addition,the study of the effectiveness of promotion framing in the tourism field is still in its infancy.There is a need for investigation for a better link between scientific knowledge and corporate marketing decision-making,especially for policy related to product promotion marketing.Because undesirable outcomes could occur when tourism enterprises employ a promotion framing strategy without the guidance of empirical evidence.To address this research gap and industrial dilemma,this study,drawing on Framing Effect Theory,demonstrates that tourists react differently to promotion information of tourism products framed in a nonloss or gain manner.We manipulated nonloss-framed promotion as‘￥80 off once purchase up to￥400’,with gain-framed promotion being manipulated as‘rebate￥80 once purchase up to￥400’.The results across three scenario-based experiments show that nonloss-framed(vs.gainframed)promotion can elicit a higher degree of purchase intentions through increasing perceived value.This is because individuals in the tourism context,compared to daily activities,could be more sensitive to uncertainty,triggering a more salient loss aversion bias.To provide more robust results,alternative explanations were excluded by controlling the potential confounding factors(i.e.,destination preference and risk preference).In addition,the moderating role of regulatory focus was tested by adopting a dual-task priming method.Subsequently,regulatory focus has been found to have a significant moderating effect on the relationships between promotion framing and purchase intentions.Specifically,nonloss-framed promotion plays a more effective role in enhancing purchase intentions for prevention-focused tourists,while gain-framed promotion plays a more effective role in enhancing purchase intentions for promotion-focused tourists.In doing so,this paper not only examines the effectiveness of promotion framing practical initiatives but also offers an in-depth understanding of the underlying process and boundary conditions behind the main effect of promotion framing.Practically,tourism businesses can distinguish themselves in fierce competition by leveraging the promotion framing strategy.The findings of this research can provide useful framing-based marketing guidelines for destination marketing organizations and tourism policymakers.
作者
刘必强
黎耀奇
翁敏珠
LIU Biqiang;LI Yaoqi;WENG Minzhu(Department of Tourism,Sport and Hotel Managemen,Grifith University,Gold Coast 4222,Australia;School of Tourism Management,Sun Yat-sen University,Guangzhou 510275,China)
出处
《旅游学刊》
CSSCI
北大核心
2022年第9期107-122,共16页
Tourism Tribune
基金
广东省自然科学基金项目“基于群际情绪-刻板印象-行为趋向系统模型的职业污名形成机制及去污化策略研究”(2021A1515012005)
国家留学基金委项目(202006380090)共同资助。
关键词
促销框架
感知价值
购买意愿
调节导向
实验研究
promotion framing
perceived value
purchase intentions
regulatory focus
experimental research
作者简介
刘必强(1994-),重庆人,博士研究生,研究方向为旅游消费行为与服务营销,E-mail:biqiang.liu@griffithuni.edu.au;通讯作者:黎耀奇(1985-),男,广东广州人,博士,教授,研究方向为服务管理、体面工作、刻板印象与污名化,E-mail:liyaoqi3@mail.sysu.edu.cn;翁敏珠(1997-),女,广东深圳人,本科生。
