A Compare Study Between Online And Offline Of The Impact Of The Price Promotions On The Price Fair Sense Of Consumers Who Have Purchased

With the advent of the information age, the human way of life has undergone atremendous change. Shopping as an extremely important part of human life, with thenetworks spread, its way gradually shift from the traditional ways to networks. This changegave birth to the e-commerce. With the development of e-commerce, provides a goodbusiness opportunity for many retailers. Various business activities moved from traditionalchannels to online, such as price promotions. However，for online and offline shoppingenvironment is different, promotional impact on consumers is different, this is the problemthat our concern.This study on the basis of the theory of consumer behavior，through literature reading,brainstorming and in-depth interviews, we determined the impact factors of the consumers’price fair sense who has purchased, then we used the experimental method to study thefactors’ impact on consumers’ sense of price fair who has purchased，and the differenceswithin the consumers’ sense of price fair. The study used data from experiments thatconducted on college students, research results drawn from the analysis of the data by useSPSS13.0.The study showed that:(1) consumers’ price unfairness affect by the attributed type ofprice’s drop. whether online or offline shopping, when the reasons of price promotion aremerchants themselves, the sense of price fair consumer who has purchased is higher than thecase when promotion were caused by the external reason. When reason of price promotion istemporary, consumer’s price injustice index is higher than when reason is long-term. When theprice promotion was caused by external reasons and it is for a long time at the same time,consumer’s price injustice index is minimal. When the price changes are adverse to theconsumer who has purchased, the consumer will feel negative emotions. the negativeemotions of consumer is negative related to the sense of price fairness;(2) different type ofprice promotional has different impact on consumers’ price unfairness. between discounts andsend gifts，when their has same promotion degree，whether online or offline shopping，theimpact of discount on consumers’ price unfairness is obvious higher than send gifts toconsumers, and price between online and offline has no significant difference in degree ofsense of fairness. When the promotional methods is send coupons, online consumers’ priceunfairness is higher than offline consumers, and online consumers’ price unfairness as high asonline consumers’ when their face discount, offline consumers’ price unfairness is lower thanoffline consumers when their face the gift promotion.Through the research, we have a conclusion that different promotion scenarios hasdifferent impact on the consumers’ sense of price fair，and there may be a different betweenonline and offline when their face the same situation. we have to take the responsible actionswhen we face there situations, to fully play the positive affect of price promotion and lowest the negative affect, so that we can keep the good relationships between the consumers andshops, and keep the enterprise to work well in the long term.