摘 要

近年来，随着网络视频平台的兴起，消费者版权意识也逐渐增强，视频付费已成为一大趋势。消费者选择平台以及付费时有较大的选择空间，为了进行新会员引流和老会员维护，平台对会员卡进行一系列的促销活动。但是使用多种促销策略无疑会导致较高成本，择优选取可以避免企业盲目投放多种促销活动所造成的支出，并且能够根据用户特性进行更有针对性的投放。同时，也可丰富在虚拟产品促销策略的相关研究。

本文选择视频APP典型的两种促销策略（半价会员年卡与联合会员年卡，分别属于折扣与赠品促销）作为自变量，探究两者对用户购买意愿的影响差异。并且引入消费者涉入度这一表现消费者个人特征的变量，探究其是否存在调节作用。本文设置半价会员年卡与联合会员年卡两个情境组，测试被调查者在指定促销情境下的购买意愿情况以及被试者个人对产品的涉入度。对这两组数据分别再根据涉入度的值分为高/低涉入度组。得出研究结论：一，两种促销策略对购买意愿的影响具有较大差异，半价会员年卡促销更能引起消费者的购买意愿。二，涉入度高低在促销策略与购买意愿之间的调节效应显著；在低涉入度组，半价会员年卡的购买意愿更高；在高涉入度组，联合会员年卡的购买意愿更高。最后提出建议，企业仍应将折扣促销作为促销的主要形式，在此基础上，对新会员与老会员分别采用折扣与联合会员促销。

本文的创新点在于，选择了视频APP会员卡这一虚拟产品作为研究对象。而以往的研究多专注于实物商品的促销，这些虚拟产品也许并不适用于实物商品的促销理论，因此可以补充在虚拟商品方面的促销研究。另外，引入消费者涉入度这一消费者个体特征变量，从决策的思维角度探究其调节作用。

关键词：视频APP；促销策略；涉入度；购买意愿

Abstract

In recent years, with the rise of online video platforms, consumers' awareness of copyright has gradually increased, and video payment has become a major trend. Consumers have a large choice when choosing platforms and paying. To attract new members and retain old members, the platforms use a series of promotional strategies to promote membership cards. However, the use of multiple promotional strategies will undoubtedly result in higher costs. Choosing the more effective can avoid the expenses caused by the blindly launching various promotional activities, and can be more targeted according to user's characteristics. At the same time, it can also enrich relevant research on virtual product promotion strategies.

This thesis selects two typical promotional strategies of video applications (half-price annual membership card and joint annual membership card, which belong to discount and giveaway promotion) as independent variables, and explores the difference between the two on the user's purchase intention. And introduce consumer involvement as a variable representing consumers' personal characteristics, exploring whether it has a moderating effect. This thesis set up two situation groups: the half-price annual membership card and the joint membership annual card, to test the purchase intention in the specified promotional situation and the individual's personal involvement to the product. The two sets of data were divided into high / low involvement groups according to the value of involvement. The conclusions of the research are drawn: First, the impact of the two promotional strategies on the purchase intention is quite different, and the promotion of the half-price annual membership card is more able to arouse consumers' purchase intention. Second, the degree of involvement is significant in the adjustment effect between promotional strategie and purchase intention; in the low involvement group, the purchase intention of the half-price membership annual card is higher; in the high involvement group, the purchase intention of the joint membership annual card is higher. Finally, it is suggested that companies should still use discount promotion as the main form of promotion. On this basis, companies can use discount member promotions for new members and use joint member promotions for old members.

The innovation of this thesis is that the virtual product of the video application membership card is selected as the research object. Previous research has focused on the promotion of physical products. The promotion theory of physical products may not be suitable for these virtual products , so it can supplement the promotion research on virtual goods. In addition, introducing consumer involvement as an individual characteristic variable of the consumer, to explore its moderating effect from the perspective of decision-making thinking.

Key Words：video application；promotional strategy；involvement；purchase intention

目 录

第1章 绪论 1

1.1 研究背景与目的意义 1

1.2 国内外研究现状 1

1.2.1促销策略对购买意愿的影响研究 1

1.2.2涉入度对促销策略与购买意愿关系的影响研究 3

1.2.3 国内外研究述评 3

1.3 研究内容和研究方法 4

1.3.1 研究内容 4

1.3.2 研究方法 4

第2章 相关概念与理论基础 6

2.1 相关概念的界定 6

2.1.1 促销策略 6

2.1.2 购买意愿 6

2.1.3 涉入度 7

2.2理论基础 8

2.2.1 展望理论 8

2.2.2 精细加工可能性模型 9

2.3 研究假设和概念模型 9

2.3.1 促销策略对购买意愿的影响差异 9

2.3.2 不同涉入度下促销策略对购买意愿的影响差异 10

2.3.3 概念模型 11

第3章 研究设计与变量测定 12

3.1 变量的测量 12

3.2 问卷设计 12

3.3 预调研 13

3.3.1 描述性统计分析 13

3.3.2 信度分析 14

3.3.3 效度分析 14

3.4 实验程序 15

第4章 数据处理与结果分析 16

4.1 描述性统计分析 16

4.2 信度效度分析 17

4.2.1 信度分析 17

4.2.2 效度分析 17

4.3 假设检验 18

4.3.1 促销策略对购买意愿的影响差异 18

4.3.2 不同涉入度下促销策略对购买意愿的影响差异 19

4.4 结果分析 21

第5章 研究总结与展望 22

5.1 研究结论 22

5.2 创新点 23

5.3 研究展望 23

参考文献 24

附录A：问卷一 28

附录B：问卷二 30

致谢 32

第1章 绪论

1.1 研究背景与目的意义

随着视频APP逐渐走入人们的娱乐生活，消费者版权意识增强，在视频APP付费观看视频已成为常态。从各大视频APP的营收来看，目前主要来源于会员卡付费、在线广告收入等。视频APP各大平台的用户目前已趋于稳定，拉新以及增强会员黏性愈加重要，企业尤其重视会员数量的增长，爱奇艺、腾讯视频、优酷等行业巨头之间竞争格外激烈，会员卡的促销是重要的拉新渠道，视频APP通过各种促销策略吸引消费者购买会员，多种促销策略并存成本较大，为此有必要研究不同促销策略对消费者购买意愿的影响差异，为企业从优选择促销策略提供参考意见。

本研究的目的有以下三点。第一，依据展望理论，研究视频APP会员的两种典型促销策略（半价会员年卡与联合会员年卡）对消费者购买意愿的影响差异，得出促销效果较优的一种；第二，引入涉入度验证其是否调节了促销策略与购买意愿的关系；第三，提供视频APP基于消费者涉入度制定会员促销策略的建议。

本研究具有现实和理论意义。