网络购物的繁荣和电商频繁大力度的促销推广是分不开的。随着顾客消费心理愈来愈成熟和消费行为愈加趋于理性，在线促销活动对电商与顾客间的关系质量，包括对顾客满意、信任和承诺的影响受到顾客如何认识促销活动的影响。从顾客对企业动机归因的角度进行分析，得出电商打折情景下感知促销利得正向影响关系质量，而在这一过程中，归因起到了部分调节作用。相比归因于利己性动机，利他性动机归因更能增强感知促销利得与顾客满意和承诺之间的关系。%The booming of network shopping partly results from the frequent and big promotion efforts. However, with the consumer psychology more and more mature and the consumer behavior more and more rational, the impact of promotional activities on relationship quality, including the customer satisfaction, trust and commitment, is affected by how customers understand the promotions. Based on attribution theory, the study through empirical analysis finds that perceived promotion gains have positive influence on relationship quality, and that the attribution plays a regulatory role. That is to say, compared with the attribution of selfish motives, the attribution of altruistic motives can enhance the relationship between perceived promotion gains and customer satisfaction and customer commitment.
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