促销在本质上是一种暂时性的、短暂的活动,促销只有具有一定购买限制才会起到促进销售的作用。本研究对比了购买机会易达性较高与较低的两种情境,并发现限量促销与限时促销在不同情境下各有优势。本研究通过定性和定量研究发现,在购买机会易达性较高的情况下,限量促销优于限时促销的原因在于引发了更强的消费者竞争。购买机会易达性较低的情况下,限时促销优于限量促销的原因在于购买机会的确定性较高,消费者认为在限量的情况下自己得到促销机会是不确定的,从而抑制了消费者参与限量促销的意向。研究还发现,当消费者的认知闭合水平较高(vs.较低)时,促销购买机会的易达性与促销购买限制类型的交互效应会更强。 Promotion is essentially a temporary, short-lived activity. Promotions only play a role in promoting sales with certain purchase restrictions. This study compares two scenarios of higher and lower opportunity to purchase, and finds that limited-edition and limited-time promotion have their own advantages in different situations. Through qualitative and quantitative research, this study found that the reason why the limited promotion is better than the limited-time promotion is that it leads to stronger consumer competition when the purchase opportunity is more accessible. The reason for the limited-time promotion being better than the limited edition promotion is that the purchase opportunity is more certainty, and the consumer feels that it is uncertain to obtain the promotion opportunity under the limited quantity so as to restrain the consumer Intent to participate in limited promotions. The study also found that when consumers have a higher level of cognitive closure (vs. lower), the interactive effect of promotional purchase opportunities and promotional purchase restriction types is stronger.