Research On The Influence Of Promotion Types To Perceived Promotion Benefit And Purchase Intention Of Consumer

In the retail environment,promotion is playing an increasingly important role as a marketing function.Consumers,regardless of going to the supermarket,shopping malls for shopping,or turn on the computer,receive mails,all kinds of promotional information blowing,promotions everywhere.At the same time,promotions are also changing every day;the same product today with price promotion,over a period of time may become gifts promotions.Sales promotion is an effective tool for enterprises to attract customers and stimulate purchases.How does it work for consumers? What is the impact of different promotion types on consumer's choice preference and purchase intention? So it needs to carry on the thorough research and the exploration to the related promotion theory.In the past,scholars focused on the research of influence from promotions to sales and brand.From the consumer point of view,the research focuses mainly on the consumer value impact.The research on different promotions mainly focuses on the monetary promotion,not paying enough attention to non-monetary promotion.Therefore,this paper attempts to explore different consumer decision-making mechanisms under different promotions,as well as different shopping motivations and different information processing modes.The research of this problem is of great theoretical and practical significance for improving the promotion theory,making promotion decisions and improving the purchasing intention of consumers.In this paper,I believed that perceived promotion benefit is a better measure of consumer's value evaluation and preference.Therefore,I established the research framework of "sales promotion-perceived promotional benefits-purchase intention".At the same time,this paper introduces shopping motivation,experience--rational processing moderator variables to test the internal mechanism and the boundary of the formation of the basic framework,and establishes the internal psychological mechanism of consumer's promotions preference.In this paper,six experiments are carried out to test the above theoretical framework.First of all,through experiment one and experiment two,this paper tests the basic research framework of "promotion type-perceived promotion benefit-purchase intention".The experimental results showed that the main effect of promotion on purchase intention exists,and perceived promotion benefit plays a fully intermediary role between promotion and purchase intention.Monetary promotions(vs.non-monetary promotions)give consumers more utilitarian promotional benefits.Non-monetary promotions(vs.monetary promotions)give consumers more hedonic perceived promotional benefits,such as exploratory and value.Perceived promotion benefit has a positive impact on purchase intention,among which hedonic perceived promotional benefit(vs.utilitarian promotion benefit)is more influential on consumer's purchase intention.In this paper,through the experiment three and four,we test the moderating effect of shopping motivation between promotion type and consumers' perception promotion benefits.In experiment three,we test the moderating effect consumers' long-term and stable shopping motivation.In experiment four,we test the moderating effect consumers' shopping motivation in some context.The results show that the consumer's shopping motivation and promotion can be adjusted and matched,and this matching effect can moderate the perceived promotional benefits of consumers.Under the monetary promotion,consumers with utilitarian shopping motivation(vs.hedonic shopping motivation consumers)have greater utilitarian perceived promotional benefits;greater overall perceived benefits and higher purchase intention.While under the non-monetary promotion,consumers with hedonic shopping motivation(vs.utilitarian shopping motivation consumers)have greater hedonic perceived promotional benefits,greater overall perceived benefits and higher purchase intention.Consumer's stable shopping motivation and consumer's shopping motivation in a certain situation are basically consistent with the influence on consumer's promotion choice,and the moderating effect of shopping motivation exists.Through experiment five,this paper examines the moderating effect of dual processing on promotion and perceived promotional benefits.The results show that under the monetary promotion,the dual process plays a moderating effect on consumer's perception promotion benefits.Under the rational thinking mode(vs.experience thinking mode),consumers have higher perception promotion benefits,higher utilitarian perception promotion benefits and higher purchase intention.Under the non-monetary promotion,under the experience thinking mode(vs.rational thinking mode),consumers have higher perception promotion benefits,higher hedonic perception promotion benefits and higher purchase intention.Through experiment six,we further introduce second-level moderate variable--shopping motivation.The results show that the second-level moderating effect of shopping motivation on thinking patterns exists.Under the monetary promotion,consumers with rational processing model are driven by utilitarian shopping motivation(vs.hedonic shopping motivation),the overall perceived promotional benefits and practical perceived promotional benefits are greater,and the purchase intention is stronger.Under non-monetary promotions,consumers with experiential processing model are motivated by hedonic shopping motivation(vs.utilitarian shopping motivation driven),overall perceived promotional benefits and hedonic perceived promotional benefits are greater.To sum up,this paper constructs the research framework of consumer choice preference formation mechanism with different promotion types.In theory,this paper focuses on the influence of monetary promotions and non-monetary promotions on consumers.It pays attention to both individual characteristic variables and situational factors.Through the adjustment of shopping motivation,dual processing and different promotion types,a complete framework of consumer promotion benefit consistency selection is formed.In marketing applications,this paper also has important reference value for marketing practitioners to promote design,promotion and communication.This paper put forward that enterprise should pay attention to the influence of situational factors on shopping motivation and dual processing in the process of promotion design,and make the function of regulating with different promotions,thus forming the benefits of consistency,and improve promotion effect.