输掉游戏始终是不好的？——游戏结果和奖励类型对消费者优惠券兑换意愿的影响

摘要/Abstract

摘要： 将产品优惠券作为游戏奖励的这种促销游戏,已经被企业广泛应用到促销活动中以提高营销绩效。本文以优惠券促销游戏为研究情境,通过三个实验,探讨了游戏结果和奖励类型的匹配对消费者优惠券兑换意愿的影响。研究发现游戏获胜的玩家对享乐型奖励优惠券有更高的兑换意愿,而游戏失败的玩家则对功能型奖励优惠券有更高的兑换意愿。此外,优惠券感知价值会中介游戏结果和奖励类型的匹配对优惠券兑换意愿的影响。

关键词: 游戏结果, 奖励类型, 优惠券感知价值, 优惠券兑换意愿

Abstract: The promotional game, which regards coupons as game rewards, has been widely used in promotions by enterprises to improve the marketing performance. The research takes the coupon promotional game as the context to explore the effect of the interaction of the game outcome and the reward type on consumers' coupon redemption intention through three lab experiments. It is found the players who win the game have higher coupon redemption intention for hedonic rewards, while those who lose the game have higher coupon redemption intention for utilitarian rewards. What's more, the effects mentioned above are mediated by the perceived value of coupons.

Key words: Game Outcome, Reward Type, Perceived Value of Coupon, Coupon Redemption Intention

中图分类号:

F270

靳闵, 王全胜. 输掉游戏始终是不好的？——游戏结果和奖励类型对消费者优惠券兑换意愿的影响[J]. 财经论丛, 2020, 36(9): 94-103.

JIN Min, WANG Quansheng. Losing Game is Always Bad? ——The Effect of Game Outcome and Reward Type on Consumer Coupon Redemption Intention[J]. , 2020, 36(9): 94-103.

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