Research On The Influence Of Online Promotion Type To Perceived Risk And Impulse Purchasing Intention Of Consumer

With the development of digitalization and information technology,the convenience of online shopping has been greatly improved.Consumers can do online shopping without the limitation of time and space.Promotion has always been the most flexible and effective way of marketing stimulation.Under the large number of promotional offensives of electric business enterprises,impulse buying behavior has become a common practice of consumers' online shopping.But online shopping is carried out in virtual environment after all.Compared with physical shop shopping,consumers face higher uncertainty.Because impulse buying has no plan beforehand and lacks sufficient information search process,it faces higher risk.Therefore,perceived risk is an important factor affecting consumers' impulse buying on the Internet.This paper focuses on how online promotions affect consumers' perceived risk and impulse buying intention,how different online promotions affect the effect,and which variables have moderating effects,in order to enrich the theory of consumer behavior in online shopping,and then put forward marketing suggestions for the promotion strategies of commercial enterprises.Scholars at home and abroad have done a lot of useful research on impulse buying,perceived risk,online promotion,brand familiarity,express delivery service quality and so on.There are also many discussions on the relationships between these variables.There are always some disputes about the effect of different promotion types,and there are few studies linking promotion,perceived risk and impulse purchase intention.In the interview study of this paper,we find that there is a correlation between these three factors,and the types of e-commerce,express service quality and other factors also have a certain impact.Therefore,this paper establishes a research framework of "online promotion-perceived risk-impulse purchase intention" and introduces e-commerce type and perceived express service quality as moderator variables.On this basis,a series of research hypotheses are put forward to verify the research framework and fake through psychological experimental research.In order to achieve better simulation results,this paper first determines the commodities used in the experiment,the discount depth of price promotion and the gift of non-price promotion through a series of experimental preparations and a questionnaire survey,which provides necessary materials for the follow-up experimental research.On the basis of the maturity scale in previous studies,through semantic adjustment and expert discussion,the scales of the main variables in the study were formed.After that,through four psychological experiments,10 hypotheses in 6 aspects were verified.The experiment?is to test the main framework of this paper.Through the experimental design of group manipulation,pre-test and post-test,it achieves ideal results.The experimental results show that the main framework of "online promotion-perceived risk-impulse purchase intention" is established.Online promotion positively affects impulse purchase intention,negatively affects perceived risk,while perceived risk negatively affects impulse purchase intention.In experiment?,we also found that price promotion and non-price promotion have similar effects on consumers' perceived risk and impulse buying intention,and there is no statistical significant difference.The experiment?was designed to examine the moderating effect of e-commerce types on perceived risk and impulse buying intention.According to the conclusion of the interview study,the experiment takes Jingdong self-management as the representative of vertical e-commerce,and Taobao shop as the representative of platform e-commerce.The experimental results show that,whether it is price promotion or non-price promotion,under the same conditions of promotion stimulation,compared with platform e-commerce,consumers have lower perceived risk level and higher impulse buying willingness when facing vertical e-commerce.The experiment? was designed to examine the moderating effect of perceived express service quality on perceived risk and impulse purchase intention.According to the conclusion of the interview study,Shunfeng Express was used as the representative of high-perception express service quality,and Yunda Express was used as the representative of low-perception express service quality.The experimental results show that the higher the perceived quality of express delivery service,the lower the perceived risk level and the higher the impulse purchase intention,regardless of price promotion or non-price promotion.The purpose of Experiment ? is to test the second-order regulation of e-commerce types on perceived express service quality.On the basis of the previous three experiments,Experiment? designed 8 groups of experiments with 2 x 2 x 2.The experimental results show that,regardless of price promotion or non-price promotion,under the same conditions of promotion incentives and perceived express delivery service quality,compared with platform e-commerce,consumers have lower perceived risk level and higher impulse buying willingness when facing vertical e-commerce.The results of four experiments prove that the research framework and most hypotheses proposed in this paper are valid.Based on the conclusion of empirical research,this paper puts forward some marketing inspiration,and gives some specific management suggestions on how to reduce consumer perceived risk and improve impulse purchase intention of e-commerce enterprises.