秒杀式营销下消费者的购买决策过程探析

秒杀作为一种新兴的网络营销方式正日益受到关注,但对于秒杀情境中消费者购买决策的心理过程及行为机制还少有研究.基于理论研究和实证分析,文章分析了秒杀式营销下消费者的购买决策过程,指出消费者参与秒杀有求廉、求同和求新3种动机;秒杀式营销下的消费者簇群可以划分为冲动型、理智型和摇摆型;秒杀情境下消费者存在计划性秒杀和即时性秒杀两种购买决策型态.最后,针对理论分析,提出了企业开展秒杀式营销的策略建议.     

A taxonomy of marketing planning styles

This study examines marketing planning styles among a sample of organizations in the health care industry. A taxonomy of marketing planning styles—limited marketing planners, constituency-oriented marketing planners, and comprehensive marketing planners—is derived and then related to the literature on planning. Differences among the marketing planning styles are tested based on hypotheses relating to planning comprehensiveness. The results suggest that: (i) marketing planning styles differ fairly distinctly in their attention to selected elements of the environment; and (ii) the marketing planning style employed is related to the level of competition and to organization size and complexity.     

Assessing the predictive validity of two methods of measuring self-image congruence

The predictive validity of two measurement methods of self-image congruence—traditional versus new—were compared in six studies involving different consumer populations, products, consumption settings, and dependent variables (brand preference, preference for product form, consumer satisfaction/dissatisfaction, brand attitude, and program choice). The traditional method is based on tapping the subject’s perception of product-user image and the subject’s perception of his/her self-image along a predetermined set of image attributes and adding the self-congruity scores across all image dimensions. Three problems were identified and discussed in relation to the traditional method: (1) the use of discrepancy scores, (2) the possible use of irrelevant images, and (3) the use of the compensatory decision rule. The new method is based on tapping the psychological experience of self-congruity directly and globally. The findings demonstrated the predictive validity of the new method over and beyond the traditional method. His research interests are mostly in self-concept, quality of life, and systems theory. His research interests are mostly in pricing and product quality. Her research interests are primarily in family decision making. Her research interests focus on the social psychology of clothing and patronage of clothing retailers. His research interests are mainly in the social psychology of travel and leisure behavior. His research interests are mainly focused on self-concept, quality of life, environmental marketing, and sports marketing. His research interests are mainly in self-concept and value-expressive advertising. He is the Academy of Marketing Science Distinguished Professor of Business and is the founder of the Academy of Marketing Science. He currently serves as the organization’s executive director. His research interests are mostly in consumer behavior and advertising.     

Extending the concept of shopping: An investigation of browsing activity

In many previous studies of consumer behavior, shopping has been equated with buying. This research examines the concept of browsing—the examination of a retailer’s merchandise without a current intent to buy. Results indicate that for the product classes of clothing and personal computers, browsing is related to perceptions of relevant dimensions of the retail environment. In addition, heavy browsers are more involved with the product, are more knowledgeable, and are more likely to be opinion leaders than are other consumers. Suggestions for future research are also noted.     

Exploring consumer conflict management in service encounters

Consumer researchers have yet to examine how consumers frame and deal with conflict. Understanding how consumers manage conflict is essential for service providers seeking to effectively recover instances of service failure, and avoid the costs associated with increasing instances of consumer anger. Using a modified grounded theory approach, we develop a model of consumer conflict management drawing on 39 informant accounts of service failures. The emergent model proposes that consumers’ conflict style is related to whether conflict is framed in task or personal terms. Task-framed conflicts resulted in more productive conflict styles than those framed in personal terms. Self vs. other orientation moderated the relationship between conflict frame and conflict style. These findings help us better understand the nature of consumer conflict and identify the importance of carefully targeting service recovery efforts to reduce instances of anger.     

Extending the service-dominant logic: from customer centricity to balanced centricity

This is a contribution to the reorientation of marketing. It aligns the service-dominant logic with other developments in marketing and management. It claims that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not—and cannot—but partially be implemented in practice. It urges marketing scholars and educators to accept the complexity of marketing and develop and teach a network-based stakeholder approach—balanced centricity—epitomized by the concept of many-to-many marketing.     

基于营销学视角的生活方式研究述评

生活方式的概念与研究最初起源于心理学与社会学，20世纪60年代，市场营销研究者将生活方式的概念引入了营销学领域，特别是应用在消费者市场细分上，逐步在营销管理与消费行为研究领域中得到了广泛地应用与关注。本文从生活方式的概念出发，着重研究了国内外衡量生活方式的衡量方法，最后分析了生活方式的发展趋势，提出了将来的发展方向。     

Black ethnicity and innovative communication

Behavioral scientists have noted an increasing emphasis on ethnicity and ethnically defined identities among diverse social groups. The relationships between ethnicity and a concept central to the innovation diffusion paradigm—innovative communication—are empirically investigated within the Black American subculture. Tests of seven hypotheses derived from prior research on black-white consumption patterns reveal significant differences in the correlates of this diffusion construct which appear to be attributable to both ethnic and socioeconomic influences.     

The family and consumer decision making: A cultural view

An understanding of consumer behavior based on the traditional Western nuclear family (husband, wife, and unmarried children) model is inadequate to handle marketing on a global scale or to interpret changes at home. The number of relatives influencing purchase—and who they are—can vary as can the type of decision making, which may be allocative, stressing individual responsibility, or consensual. This article re-examines our basic assumptions and then considers marketing under alternative family scenarios—extended families, further familial shrinkage, and more participatory decision-making.     

Systematic life styles for new product segmentation

Life style analyses have tended to focus on general life style versus specific product life styles, i.e., the specificity issue. These studies have led many companies to use life style varyables related to a specific product category or a brand. However, another key dimension of life style analysis, i.e., comprehensiveness of scope, has largely been ignored. This article suggests there is considerable power in systematically studying specificity and comprehensiveness of life styles for segmenting markets for new products.     

Social class and consumer behavior: A review for the 70's

Stratification of American society creates social classes— large groups of people sharing approximately the same life styles who are ranked according to social prestige. Class membership is determined on the basis of occupation, artifacts, association, and influence. Classes themselves are measured empirically through reputational, subjective, and objective techniques. The most popular models of American class structure provide for five or six distinct social strata. In recent years, however, divisions have become somewhat blurred by the spread of affluence and rapid social change. Social class appears to determine buying behavior for some products and services, and may be useful as a basis for market segmentation. School of Business, C. W. Post Center, L.I.U. Rapp & Collins A Division of Doyle, Dane Bernbach Advertising     

A brief note on the history of fashion

For a number of years the practioners and scholars of fashion have held different views of the consumer. Fashion designers and marketers have traditionally regarded consumers as followers who automatically accept the style dictates and purchase products without any resistance. In contrast, fashion historians and scholars held just the opposite view. To them the consumer is a free individual whose needs must be examined and considered before a new style is introduced. In this article the ideas of such historians as Paul Mystiom, Flaccus, and Tarde are examined. While writing in the early 1900’s, their observations and theories are remarkably similar to the “marketing concept” so often mentioned in the more contemporary marketing literature.     

Linking thoughts to feelings: Investigating cognitive appraisals and consumption emotions in a mixed-emotions context

While emotions have been shown to have significant influence on various consumer behaviors, the cognitive appraisals linked to consumption emotions have not been fully explored. This research investigates how individuals' cognitive interpretations of situations correspond to the emotions they experience in these contexts. Using analysis of variance and multiple discriminant analysis, our results show a systematic relationship between cognitive appraisals and 10 consumption emotions. The author's findings offer theoretical insights into these consumption emotions, the appraisal/consumption emotion correspondence, basisversus subordinate-level category differences in emotions, and mixed consumption emotions. The findings provide a practical framework for academics and practitioners interested in better understanding and managing consumption emotions. Julie A. Ruth (Ph.D., University of Michigan) is an assistant professor of marketing in the School of Business—Camden at Rutgers University. Her research interests include affect and emotions, consumer relationships, and consumer response to brand strategies such as brand alliances and sponsorships. Frédéric F. Brunel (Ph.D., University of Washington) is an assistant professor of marketing in the School of Management at Boston University. His research interests include consumer perceptions of product design and aesthetics, consumer attitude and affect, and gender and sociocultural issues in consumption. Cele C. Otnes (Ph.D., University of Tennessee) is an associate professor of business administration in the College of Commerce and Business Administration at the University of Illinois, Urbana. Her research interests include consumer rituals, affect and consumer ambivalence, and gift exchange.     

Theory and external validity

Winer (1999 [this issue]) proposes that external validity concerns require more attention in theoretical research. The author argues that one cannot “enhance” external validity by choosing one method over another. External validity can only be “assessed” by better understanding how the focal variables in one’s theory interact with moderator variables that are seen as irrelevant early in a research stream. Findings from single real-world settings and specific sets of “real” people are no more likely to generalize than are findings from single laboratory settings with student subjects. Both the laboratory and real world vary in background facets of subject characteristics, setting, context, relevant “history,” and time. It is only when these facets vary and we see how they interact that understanding of external validity is enhanced. For this to happen, the observable “background” factors have to be conceptualized in terms of more general constructs and incorporated as moderators into the researcher’s theory. Enriched theory—not method—confers confidence in our understanding of whether effects will be robust or highly contingent. To map this knowledge to some specific substantive system requires an added step of understanding the mapping from observables in that system onto theoretical constructs. The author proposes “friendly amendments” to Winer’s three proposals to pursue a better understanding of external validity through theory. John G. Lynch, Jr. is the Hanes Corporation Foundation Professor of Business Administration at Duke University. His research and teaching interests are in consumer behavior, electronic commerce, and validity issues in research methodology. He a past president of the Association for Consumer Research, past associate editor for theJournal of Consumer Research, and past associate editor and coeditor of theJournal of Consumer Psychology. He has been the recipient of the MSI/Paul Root Award atJournal of Marketing, the William O’Dell Award atJournal of Marketing Research, and has twice been the recipient of theJournal of Consumer Research best article award.     

Modeling the determinants of customer satisfaction for business-to-business professional services

This research empirically examines for the first time the determinants of customer satisfaction or dissatisfaction (CS/D) in the context of business professional services. The simultaneous effect of key CS/D constructs (expectations, performance, and disconfirmation) and several variables—fairness (equity), purchase situation (novelty, importance, and complexity)—and individual-level variables (decision uncertainty and stakeholding) are examined in a causal path framework. Data were obtained from a two-stage longitudinal survey of client organizations. The results indicated substantial support for the hypothesized model. The effect of purchase situation and individual-level variables (via their indirect affects) rivals that of disconfirmation and expectations in explaining CS/D. Performance was found to affect CS/D directly but not as powerfully as disconfirmation. His current research interests include modeling customer satisfaction and service quality, services marketing (especially in a business-to-business environment), and relationship marketing. His research has appeared in theInternational Journal for Research in Marketing, Industrial Marketing Management, Advances in Services Marketing and Management, European Journal of Marketing, Journal of Business-to-Business Marketing, Psychology & Marketing, Asia-Pacific Journal of Management, R & D Management, Journal of International Marketing, and others. he has been on the faculty of a number of U.S. and Australian universities. His research interests focus on services marketing, marketing research methods, and modeling satisfaction processes. He has published in theJournal of Advertising Research, Journal of Business, Journal of Services Marketing, and others. He is currently the editor of theAustralasian Journal of Market Research. He received his Ph.D. from Indiana University. His research interests include consumer satisfaction, service quality, and consumer information processing. His work has appeared in theJournal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Services Marketing, Journal of Product Innovation Management, and others.     

“Trust but verify”? The performance implications of verification strategies in trusting relationships

Considerable extant research demonstrates the benefits of trust in buyer-seller relationships. More recent research points out downsides of the vulnerability inherent with trust. Recognizing this dilemma of trust, partners may offset the vulnerability of trust with verification strategies—efforts to produce information relevant to the exchange relationship. This research examines the use of three types of verification strategies—monitoring, assurances, and corroboration—which may be employed to safeguard against the vulnerability of trust. When control mechanisms like trust and information are combined, they may complement one another and enhance performance or function as substitutes, be redundant or compete, and consequently detract from performance. Emerging theory on combined modes of governance provides insights. We draw on this theory and develop hypotheses proposing that combinations of trust and verification may enhance or detract exchange performance—depending on the specific verification strategy. The hypotheses are tested on a sample of 230 buyer-supplier relationships. Results of the research provide some support for the proposed relationships and yield implications for the management of cooperative exchange relationships.     

Learning effect in multinational diffusion of consumer durables: An exploratory investigation

Literature reflects that a product/technological innovation introduced later in a country results in faster diffusion as the consumers in the lag market have an opportunity to learn about the new product from the consumers in the lead market. A systematic understanding of the learning that takes place between consumers in two countries—a pair of lead and lag countries—can provide insights for a firm’s international market entry decisions. To provide a richer understanding of the underlying structure and patterns that govern this process, propositions linking factors (country characteristics, product/innovation characteristics, and time lag) to the learning process are drawn. Subsequently, these propositions are tested through an empirical investigation of the diffusion patterns of four consumer innovations in multiple European countries. The findings help provide some preliminary guidelines for manufacturers regarding selection of foreign markets and the timing and order-of-entry decisions. He received his Ph.D. from the University of Houston in 1995. His research interests include global competition and marketing strategy, brand equity and brand extensions, customer satisfaction and brand loyalty, and issues pertaining to product development and introduction. He has been recognized with numerous teaching and research excellence awards and has published numerous articles in many scholarly journals in marketing and forecasting. He has coauthored the textbookMarketing Research and is currently working on a book titledInternational Marketing Research, which is based on his marketing research experience across the globe. He is on the editorial review board of many journals and has lectured on marketing-related topics in various universities worldwide. His research interests include developing forecasting models, international marketing strategy and research issues, models for sales promotions, and new methodologies for product positioning and market segmentation. His research interests focus on marketing strategy and international marketing. He has published articles and presented at conferences on research in his area of interest.     

Trademark dilution and the practice of marketing

This article considers the marketing implications of the Federal Trademark Dilution Act (FTDA) of 1995. The FTDA, an amendment to the Lanham Act, will influence the manner in which marketing is practiced well into the twenty-first century. Although the FTDA is specifically concerned with protecting famous trademarks from being diluted—either by having their distinctiveness diminished or positive associations tarnished—by similar trademarks, its influence will not be limited to trademark or branding issues. Implications range from the allocation of advertising resources to the increased use of marketing research. Robert A. Peterson holds the John T. Stuart III Centennial Chair in Business Administration and the Charles E. Hurwitz Fellowship, both at The University of Texas at Austin. His Ph.D. is from the University of Minnesota. Dr. Peterson’s publications have appeared in such journals as theJournal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, andMarketing Science. His research interests range from Internet marketing to research methodology to marketing strategy. He presently serves on the boards of several for-profit and not-for-profit organizations as well as an advisory committee to the Bureau of the Census. Karen H. Smith is an assistant professor at Southwest Texas State University. Her Ph.D. is from The University of Texas at Austin. Dr. Smith’s research interests include consumer information processing, consumer knowledge structures (schemata), dilution of brand equity, and adolescent smoking. Her research has been published in theJournal of Consumer Research, Journal of Marketing Education, andAdvances in Consumer Research. Philip C. Zerrillo is executive MBA director at The University of Texas at Austin. His Ph.D. is from Northwestern University. Dr. Zerrillo’s research interests have focused on broad-based business innovation, strategic development of distribution channel arrangements, the value of brands in the distribution channel, managing brands as assets, and the legal aspects of branding and channel decisions. His most recent research on antitrust regulation appeared in theJournal of Corporation Law, a University of Iowa law review.     

The role of rationalization in consumer decision processes: A revisionist approach to consumer behavior

Consumer behavior theory, as it has largely evolved from economics with its rigid adherence to marginal utility theory, suggests that consumers are highly rational and that they basically strive to maximize utility or satisfaction by the careful rationing of resources. In this paper, the typical assumptions in consumer decision process models are reviewed and analyzed, the empirical evidence supporting the models of the rational consumer is challenged, the concept of rationalization is developed and the existential support for the concept is examined, the role and significance of alternative ego state on consumer decision processes are explained and finally, the rudiments of a revisionist approach to consumer behavior are advanced. An earlier draft of this paper entitled “Consumer Decision Processes: The Role and Influence of Rationalization” was presented at the annual meeting of The American Psychological Association Division 23 in 1977. The author was assisted in the preparation and development of this earlier draft by Dr. Chem Narayana. This assistance is herewith acknowledged.     

Consumer motivation: A developmental self concept approach

Self theory is reviewed and then operationalized as three modes of the self concept—“actual,” “expected,” and “ideal.” Results support hypotheses concerning agreement across subjects for self concept modes within personality and products and services categories, individual consistency among self concept modes, and developmental directionality over time.