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打折一定有效吗? 价格折扣对礼品购买意愿的负面影响及其反转效应研究
王新刚, 李梦圆, 王璐璐, 段珅
Does the Discount always Work? The Negative Influence of Price Discount on Gift Purchase Intention and Its Reverse Effect
WANG Xingang, LI Mengyuan, WANG Lulu, DUAN Shen
营销科学学报 . 2025, (4): 117 -135 .