中文摘要：

顾客忠诚是一把双刃剑,为企业带来盈利的同时,也会为企业带来不利影响。比如在秒杀情境下,由于对特殊待遇的期待,忠诚顾客可能会对自身秒杀成功的概率作出错误判断。对此判断偏差产生的前提条件和原因进行探究。通过2个实验,结果表明,当消费者有投入时,感知秒杀成功的概率更高,值得特殊对待在其中起到中介作用。面对秒杀失败,有投入的忠诚顾客更易于对商家产生抱怨;无投入的顾客更可能抱怨秒杀活动本身。

英文摘要：

Customer loyalty is like a double-edged sword,which can lead to both negative and positive effects on business income. For example, under the condition of second-killing promotion, some loyal customers are more likely to have judgment bias on the probability of second-killing success in that they expect to be provided more special treatment. When and why loyal customers produce the judgment bias？ The questions were explored. Through the experiment study, the results show that when consumers input more effort, the perceived probability of second-killing success is higher, special treatment plays a role as a mediator. Faced with＇ the failure of second-killing, consumers who input more effort in the past are more likely to complain with the store, however, those consumers who do not input effort are more likely to complain with second-killing promotion itself.