The Interfering Mechanism Between Owing Coupon With Brand Preference

Coupon is one of the most popular and important forms of promotion that used to promote new product,attract new customers or repay the old customers of the enterprise.What the customer perceived value in coupon marketing will not only rise the privilege owners' happiness,but also intrigue the regret and anticipated regret feelings of the coupon holder,consequently leading toa profound and lasting impact on consumers' brand preference.In order to explain the interfering mechanism between coupon marketing with brand preference systematically,the research bases on confirming the inner relationship of endowment effect,customer perceived value,subjective well-being and brand preference,combining the theory of consumer behavior and cognitive-psychology,making use of psychology experiment to collect the data which is relevant to coupon or subjective well-being and brand preference on the background of different nominal value and access probability,taking advantage of Correlation Analysis,ANOVA,Regression Analysis to implement demonstration research.Finally we obtain some findings as follows.First,during the coupon marketing,coupon plays different roles with consumers' subjective well-being and brand preference due to different types of coupon.On the one hand,under the same condition of coupon nominal value,access probability that caused by the limited coupon number of the enterprise,can rise different levels of subjective well-being,what's more,it has stronger effect on coupon-owned consumers' brand preference.On the other hand,under the same condition of coupon access probability,the different kind of nominal value can rise different levels of subjective well-being,and then affect coupon-owned consumers,brand preference.Second,during the coupon marketing,coupon plays different roles with consumers' subjective well-being and brand preference due to different time of holding coupon.On the one hand,under the same condition of coupon nominal value/access probability,the different time of holding coupon has stronger effect on subjective well-being.More specifically,the moment of receiving coupon is greater than the moment of losing coupon and the moment of giving coupon to friend,and the moment of losing coupon is greater than the moment of giving coupon to friend.On the other hand,under the same condition of coupon nominal value or access probability,the different time of holding coupon has stronger effect on brand preference.More specifically,the moment of receiving coupon is greater than the moment of giving coupon to friend and the moment of losing coupon,and the moment of giving coupon to friend is greater than the moment of losing coupon.Third,comparing the four endowment effects makes it clear that the influence of nominal value of coupon in subjective well-being,and brand preference is more sensitive than access probability.Coupon nominal value,to some extent,determines subjective well-being and brand preference of the coupon holder,as well as the potential purchase behavior.Forth,during the coupon marketing,coupon owners' subjective well-being is useful to keep the brand preference.Five,subjective well-being has a partial mediate effect between the endowment and brand preference,i.e.the endowment effect has stronger effect on brand preference by subjective well-being.