线上购物已经成为消费者热衷的购物方式，越来越多的企业也打起了线上消 费者争夺战，因此消费者能够轻易地在众多线上商店间进行比较选择，但消费者 对于企业的忠诚具有强烈的可剥离性，即消费者不会轻易大量地、重复地在一家 企业进行消费。为了增加消费者粘性，企业试图利用更多的营销手段促进消费者 在短时间内进行大量购买，如满减促销。满减促销是在促销活动中顾客消费满足 一定金额后，在原价基础上降低价格或者将降低的成本以其他产品或服务呈现给 消费者的一种促销形式。事实证明，消费者对于众多促销信息已经形成了冲动疲 惫，他们不仅质疑满减促销信息的真实性，甚至认为企业力图通过满减促销来控 制其消费行为，结果是消费者心生抱怨、另求商家的同类产品甚至放弃购买。消 费者心理在这一过程中发生了重大的变化促使促销失灵，这不仅会影响到消费者 的消费体验和后续行为，也将影响到企业的经营绩效。因此，从消费者角度研究 满减促销的影响机制与边界是很有必要的。 本研究基于心理抗拒理论展开了 4 个实验，目的在于探究满减促销对消费者 购买意向的影响，同时挖掘其背后的心理机制和边界条件：抗拒体验的中介作用、 劝说知识水平和产品类别（搜索品/体验品）的调节作用。通过 1 个预实验和 3 个正式实验得出以下结论： （1）价位相近的情况下，相较于普通销售方式而言，个体对采取满减促销 的产品购买意向低。与此同时，满减促销框架对个体消费行为影响体现出差异。 （2）抗拒体验在满减促销与购买意向间起中介作用。 （3）劝说知识水平在满减促销与感知自由之间起到显著的调节作用：个体 在劝说知识水平强烈的情景中会比处于劝说知识水平弱的个体产生更低的感知 自由，从而降低对产品的购买意向。 （4）产品类别在满减促销与抗拒体验的关系间没有起到调节作用。 本研究探讨网络背景下满减促销对消费者行为的影响以及探讨在此过程中 的消费者抗拒心理。不仅对深化和拓展满减促销理论的结构体系和适用边界具有 重要的理论意义，也对企业有效采取网络促销、提升促销效果和消费者正确认识 满减促销动机、增强消费理性都有重要的研究意义。 关键词：满减促销；抗拒体验；劝说知识水平；产品类别II Abstract Shopping online has become a popular way of shopping in China, more and more enterprises are fighting for consumers online. So consumers can easily make a compare and choose among many online stores, but the loyalty of consumers to enterprises has a strong separability. That is, consumers will not easily spend in a large number and repeatedly in an enterprise. In order to increase consumer stickiness, enterprises try to use more marketing means to promote consumers to make a large number of purchases in a short time, such as value increasing promotion. Value increasing promotion is a form of promotion in which the customer reduces the price based on the original price or presents the reduced cost to the consumer with other products or services after the customer's consumption meets a certain amount. Facts have proved that consumers have become impulsive and tired of many promotional information. They not only question the authenticity of value increasing promotion information, but also think that enterprises try to control their consumption behavior through value increasing promotion. As a result, consumers complain, ask other businesses for similar products or even give up buying. In this process, great changes have taken place in consumer psychology, which leads to promotion failure. This will not only affect consumer experience and follow-up behavior, but also affect business performance. Therefore, it is necessary to study the influence mechanism and boundary of the value increasing promotion from the perspective of consumers. Based on the theory of psychological reactance, this study conducted 4 experiments to explore the influence of value increasing promotion on consumers' purchase intention, and to explore the psychological mechanism and boundary conditions behind it: the mediating role of perceived freedom, the moderating role of persuasive knowledge and product category (search good/experience good). Through one pre experiment and three formal experiments, the following conclusions are drawn in this study: (1) In the case of similar prices ， compared with the ordinary sales, the individual's intention to purchase products with value Increasing promotion is lower. At the same time, different ways of value Increasing promotion have significant frame effect on individual consumption behavior. (2) Perceived freedom plays a completely intermediary role between value Increasing promotion and purchase intention. (3) Persuasive knowledge level plays a significant role in moderating the relationship between value increasing promotion and perceptual freedom: individualsIII with strong persuasive knowledge level will have lower perceptual freedom than those with weak persuasive knowledge level, thus reducing the purchase intention of products. (4) Product categories don’t play a moderating role in the relationship between the value increasing promotion and the degree of perceived freedom. This study explores the influence of value increasing promotion on consumer behavior in the context of Internet and the psychological characteristics of consumers in the process. It is not only of great theoretical significance to deepen and expand the structure system and applicable boundary of value increasing promotion theory, but also of great theoretical significance to enterprises to effectively adopt online promotion, improve promotion effect and consumers' correct understanding of value increasing promotion motivation, and enhance consumption theory has important research significance. Keywords: Value increasing promotion; psychological reactance; persuasive knowledge level; product categoryIV 目录 第 1 章 绪论..................................................................................................................1 1.1 研究背景.............................................................................................................1 1.1.1 实践背景.....................................................................................................1 1.1.2 理论背景.....................................................................................................1 1.2 研究意义.............................................................................................................3 1.2.1 实践意义.....................................................................................................3 1.2.2 理论意义.....................................................................................................4 1.3 研究内容与方法.................................................................................................4 1.3.1 研究内容.....................................................................................................4 1.3.2 研究方法.....................................................................................................5 1.4 研究创新点.........................................................................................................8 第 2 章 文献综述..........................................................................................................9 2.1 促销框架效应.....................................................................................................9 2.2 心理抗拒理论...................................................................................................10 2.3 劝说知识模型...................................................................................................12 2.4 满减促销...........................................................................................................13 2.4.1 满减促销的概念界定...............................................................................13 2.4.2 促销的类型 .............................................................................................14 2.4.3 促销与消费行为.......................................................................................16 2.5 抗拒体验...........................................................................................................19 2.6 劝说知识水平...................................................................................................20 2.7 产品类型..............................................