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<p>Effectively delivering promotional SMS is crucial in competitive markets—particularly in the airline industry. This study examines the matching effect between promotional messages (high- vs. low-level construal) and purchase probability (low vs. high) on repurchase behavior. Using a large-scale field experiment conducted during the “Double 12” event run by an airline in China, we find that matching low purchase probability with high-level construal has a significant negative effect on consumer repurchase behavior. By contrast, matching high purchase probability with low-level construal has a significant positive effect. These findings provide theoretical guidance and practical implications for precision marketing, customized advertising, and consumer service strategies.</p>

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Effects of construal matching on repurchase behavior: evidence from a field experiment

  • 期刊论文

  • 发表日期：

    2025年10月15日

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  • Yanhong Chen,
  • Luning Liu,
  • Mingxi Zhou,
  • Haijia Liu

摘要

Effectively delivering promotional SMS is crucial in competitive markets—particularly in the airline industry. This study examines the matching effect between promotional messages (high- vs. low-level construal) and purchase probability (low vs. high) on repurchase behavior. Using a large-scale field experiment conducted during the “Double 12” event run by an airline in China, we find that matching low purchase probability with high-level construal has a significant negative effect on consumer repurchase behavior. By contrast, matching high purchase probability with low-level construal has a significant positive effect. These findings provide theoretical guidance and practical implications for precision marketing, customized advertising, and consumer service strategies.