《促销购买限制对大学生服装消费的影响研究》摘要在当前我国市场经济迅猛发展的现代化社会中，消费者的基本物质和精神生活水平正在得到很大的提高。在这种情况下，消费者越来越不容易被产品或服务吸引了，因此，为了能好的吸引消费者，商家会在从前价格折扣基础上，再加上一定的限制条件，以此既有利于提高消费者对其他相关产品的兴趣和关注，也有利于能够有效地缩短其决策的时间，引起消费者冲动性购买[1]。本文通过对国内外学者对相关文献的梳理和总结，并基于理论和实践的需要，把促销购买限制对大学生服装消费的影响作为本文的主要研究内容。本文在S-O-R模型的基础上，提出研究假设，构建初始问卷，进行前期预调查，并结合实际和相关影响因素的提取和分析，设计最终实验情境和问卷[2]。利用统计学软件SPSS对数据进行处理，检验假设。本研究不仅丰富了促销限购对大学生冲动性购买行为影响的研究，而且有助于企业把握大学生作为消费群体对各种促销限购的反应及其影响因素，这对企业营销人员制定更有效的限制性促销策略具有重要的启示。关键词：促销购买限制消费者竞争冲动性购买AbstractInthemodernsocietywherethemarketeconomyisdevelopingrapidlyinourcountry,thebasicmateriallifeandspirituallifeofconsumersaregreatlyimproving.Inthiscase,consumersarelessandlesslikelytobeattractedtoproductsorservices.Therefore,inordertobetterattractconsumers,merchantswillincreasecertainrestrictionsonthebasisofpreviouspricediscounts.Thisisconducivetoincreasingconsumers'interestandattentiontootherrelatedproducts,andisalsoconducivetoeffectivelyshorteningtheirdecision-makingtimeandcausingconsumerstobuyimpulse.Thisarticlecombsandsummarizestherelevantliteratureofdomesticandforeignscholars,andaccordingtotheneedsoftheoryandpractice,themainresearchcontentistheimpactofsalespromotionpurchaserestrictionsoncollegestudents'clothingconsumption.BasedontheS-O-Rmodel,thispaperproposesresearchhypotheses,constructsaninitialquestionnaire,conductsapreliminaryinvestigation,andcombinesactualandrelevantfactorsthataffectextractionandanalysistodesignthefinalexperimentalplanandquestionnaire.UsestatisticalsoftwareSPSStoprocessdataandtesthypotheses.Thisresearchnotonlyenrichestheresearchontheimpactofpromotionalpurchaserestrictionsoncollegestudents’impulsivebuyingbehavior,butalsohelpscompaniesgrasptheresponseofcollegestudentsasaconsumergrouptovariouspromotionalpurchaserestrictionsandtheirinfluencingfactors,whichwillprovidepeoplewithmoreinformation.Muchinformation.Effectiverestrictionsoncorporatemarketers.Thepromotionstrategyhasimportantimplications.Keywords:PromotionalPurchaseRestrictionsConsumercompetitionImpulsebuying目录................................................................................................................................8..............................................................................................................8..................................................................................................8......................................................................................9......................................................................................................................11............................................................................................................11......................................................................................................................13............................................................................................................13...............
