中文摘要：

基于框架效应理论,考察了时间压力和消费者调节聚焦对促销框架与消费者反应之间关系的调节作用。实证研究结果表明：促销框架对消费者感知价值和预期后悔的影响受到时间压力的调节作用,具体而言,在促销时间限制紧迫下,减少损失型促销比获得收益型促销带来更高感知价值和预期后悔;而在促销时间限制宽松下,这两种促销框架的影响差异消失;同时,促销框架对消费者感知价值和预期后悔的影响受到消费者调节聚焦的调节作用,具体而言：针对促进型调节聚焦的消费者,获得收益型促销比减少损失型促销带来更高感知价值和预期后悔,而针对防御型调节聚焦的消费者,减少损失型促销比获得收益型促销带来更高感知价值和预期后悔;最后研究还证实了感知价值和预期后悔在促销框架影响购买意愿过程中起到中介作用。

英文摘要：

Sales promotion acts as one of marketing tools stimulating consumers to make buying decisions quickly, which is often used by enterprises in real life. As we know, many scholars study the effects of promotional framing on consumers＇ responses, but conclusions are inconsistent. The reason is probably that different moderating variables have different effects. From literature reviews, we find that little research considered time pressure as the moderating variable in the studies of the effects of sales promotional flaming on consumers＇ responses. Meanwhile, some scholars studied the moderating effect of consumer regulatory focus in the relationship between sales promotional framing and consumers＇ responses, but little research combined time pressure with regulatory focus together to study sales promotional framing effects. Therefore, based on the framing effect theory, we explore the moderating effect of time pressure and regulatory focus on consumers＇ responses to promotional framing. This paper investigates 280 university students in Chengdu, collecting 258 valid questionnaires. We use SPSS18.0 software to analyze the data. The empirical study results show that time pressure moderates the effect of promotional framing on consumer perceived value and anticipated regret. That is, the promotion framed as a reduced loss is better than the promotion framed as a gain in consumer perceived value and anticipated regret when the promotion time constraint is high, while the promotional framing effect disappears when the promotion time constraint is low. Meanwhile, consumer regulatory focus moderates the effect of promotional framing on consumer perceived value and anticipated regret. That is, the promotion flamed as a gain is better than the promotion framed as a reduced loss in consumer perceived value and anticipated regret for consumers with the promotion focus, while the promotion framed as a reduced loss is better than the promotion framed as a gain for consumers with the prevention focus. At last, this study