讲座题目：The Effect of Price Discount and Quantity Restrictions on Consumption Enjoyment and Purchase Decision

主讲嘉宾：马振峰

讲座时间：2019年6月12日（星期三）18:30---20:30

讲座地点：至尊z9999全讯116东方厅

欢迎感兴趣的老师和同学参加！

至尊z9999全讯

2019年6月10日

主讲嘉宾简介

马振峰博士，加拿大Wilfrid Laurier大学Lazaridis工商管理学院市场营销副教授（终身教职）。自2008年在麦基尔大学获得管理学博士学位以来，一直在加拿大从事市场营销方面的教学和研究工作。

马博士的学术研究的方向包括消费行为，新产品营销，数字营销，和食品营销。他在这些领域的研究成果已发表在世界知名营销期刊如Journal of Marketing, Journal of Marketing Research，Journal of Advertising Research等。最近马老师获得了加拿大国家社会科学与人文科学研究基金的赞助，着手研究社交媒体对新产品扩散的影响。马博士同时兼任Wilfrid Laurie大学Aidan Tracey学者，负责引领社交媒体营销和数字营销的教育与研究。

讲座主要内容

Retailers sometimes combine price promotion with quantity restrictions. In this research we recognize two types of quantity restriction, namely quantity flooring (setting a minimum amount of purchase, “10% off when you buy 3”) and quantity ceiling (setting a maximum amount of purchase, “limit to 2 per customer”). Through three experimental studies, we show that quantity ceiling evokes higher consumption enjoyment and purchase intention than quantity flooring. Experiment 1 features an online study and shows that quantity ceiling induced the highest purchase intention and perceived value compared to quantity flooring and the regular price condition. Experiments 2 showed that quantity ceiling, when combined with price discount, resulted in higher consumption pleasure. Experiment 3 replicated the main findings in Experiments 1 and 2, and showed that the effect of price discount and quantity restriction on consumption enjoyment was mediated by trust in the vendor.