摘要
传统的促销手段，就是通过各种措施（如降价打折、抽奖、满减满赠等）来
促进消费者的当期购买意愿与行为，并且这些促销措施都是消费者在决定购买之
前就已经知晓的。然而在现实的企业营销活动中，商家会对已经购买了商品或服
务的消费者提供一些意想不到的奖励。对于消费者来说这些措施是他们原本的购
买预期之外的，是一种惊喜，因此我们将商家的此类促销措施称之为超预期促销

本文研究消费者在受到赠品和升级这两种商家超预期促销刺激时的反映，以及在
前一次购买有超预期促销，而再次购买没有超预期促销的情况下，消费者的满意
度的变化。并结合消费者信任倾向以及消费者失验敏感性建立消费者购买意愿的
影响模型。实证结果表明：商家的超预期促销能够极大的提升顾客满意度和再购
买意愿，比较不同类型的超预期促销效果发现，升级促销比赠品促销的效果更好

然而在一次购买提供超预期促销，而再次购买不提供超预期促销的情况下，消费
者的满意度会显著降低。研究发现商家的超预期促销是一种有效的促销方式，能
够提升消费者的购买体验。为防止促销结束带来的负面影响，商家需要采用其他
的营销手段，配合促销手段的调整，尽量减少消费者感受到的差距，降低消费者
的不满意情绪，使超预期促销产生的影响更持久

关键词：商家超预期促销，在线情境，消费者惊喜，消费者预期，购买意愿III
Abstract
The traditional promotion is to promote the consumer&39;s current purchase
intention and behavior through various measures (such as price discount, lottery,
quota reduction promotion, quota gifts promotion, etc.). Consumers have known these
promotion before they make purchase decision. However, in real marketing activities,
retailers would provide some unexpected rewards for consumers who have finished
the process of purchasing goods or service. To consumers these measures are out of
their original purchasing expectation as a surprise. This type of promotion is awarded
as a surprise after consumer purchase and is thus called an out-expected promotion.
This paper works on the impact of out-expected promotion on consumer’s purchasing
intention, based on the study of previous research on promotional tools and effects.
This paper studies online consumers’ assessment when they receive two different
types of out-expected promotions, product upgrades and gifts. This investigation
further analyzes changes in consumer satisfaction when they have received an
out-expected promotion in a previous purchase but do not receive it again in a later
purchase. And it establishes the influence model of consumer’s purchasing intention
combining consumer’s trust propensity and disconfirmation sensitivity. The empirical
results indicate that retailers’ out-expected promotion enhance consumer satisfaction
and repurchase intention and that the effect of a product upgrade is better than the
effect of a gift. Notably, consumer satisfaction is significantly reduced when
consumers receive an out-expected promotion as part of a previous purchase but do
not receive it again in a later purchase. The research shows that the out-expected
promotion is an effective promotion tool, and it can improve consumer&39;s purchasing
experience. In order to avoid the negative impact brought by out-expected promotion
finishing, retailers must use other means of marketing to minimize the gap consumers
feel and to mitigate dissatisfaction, thus making the out-expected promotion have a
more lasting impact.
KEY WORDS: Out-expected Promotion, Online Situation, Consumer Surprise,
Consumer Expectation, Purchase IntentionV
目 录
摘要...........I
Abstract .....III
第 1 章 绪论1
1.1 选题背景.... 1
1.2 研究意义.... 1
1.2.1 理论意义 ...... 2
1.2.2 实践意义 ...... 2
1.3 研究目标与研究内容......... 2
1.3.1 研究目标 ...... 2
1.3.2 研究内容 ...... 2
1.4 研究方法.... 4
第 2 章 国内和国外研究动态 ......... 7
2.1 关于促销效果的研究已趋于成熟 . 7
2.1.1 促销对消费者的短期影响 ... 7
2.1.2 促销对消费者的长期影响 ... 7
2.1.3 对相关研究的评述... 8
2.2 关于促销的基本作用机理的研究已形成稳定的理论框架 ........... 8
2.2.1 商品特征的影响....... 9
2.2.2 消费者特征的影响... 9
2.2.3 消费者感知10
2.2.4 促销效果 .... 10
2.2.5 对相关研究的评述. 10
2.3 基于促销类型的研究........11
2.3.1 确定性促销和不确定促销 . 12
2.3.2 促销的延迟性和非延迟性收益...... 13
2.3.3 对相关研究的评述. 14
2.4 促销研究中的消费者惊喜与消费者预期 15
2.4.1 消费者惊喜的研究. 15
2.4.2 消费者预期与调整预期 ..... 15VI
第 3 章 研究假设、研究模型、研究对象与前测. 17
3.1 研究假设.. 17
3.1.1 超预期促销对消费者的当期影响.. 17
3.1.2 超预期促销对消费者的连续影响.. 19
3.1.3 超预期促销类型对促销效果的影响.......... 21
3.2 研究模型.. 22
3.3 研究对象.. 24
3.4 前测.......... 26
3.4.1 实验情境前测......... 26
3.4.2 超预期促销动机的归因前测 ......... 26
第 4 章 实证研究... 29
4.1 实验一：超预期促销对当期购买的影响（短购买间隔商品） . 29
4.1.1 实验一方法29
4.1.2 实验一被试基本数据......... 30
4.1.3 实验一结果32
4.2 实验二：超预期促销对当期购买的影响（长购买间隔商品） ..........
。。。以上简介无排版格式，详细内容请下载查看