A Study For Consumers’ Purchase Intension And Behavior During Holiday Promotions

With the growing scale of online shoppers, online shopping enterprises are expanding significantly in terms of both the number and the size. E-commerce enterprises are facing more intensifying competition. In the face of increasingly fierce competition in the market, in recent years, e-commerce businesses keep innovation and have launched a variety of marketing strategies to get users and transaction volume. Holiday promotions will compete in the field of e-commerce enterprises. Strategies during the holiday promotions are different from the usual promotional activities and with different characteristics. The research of consumer purchase intentions and behavior provides a theoretical foundation for future corporates’ promotional activities.This article, from the consumers’ points of view, explores the influences of external factors and consumer factors in the process of online shopping behavior, given background of holiday promotions. The conclusion of this study provides a theoretical basis and reference for e-commerce businesses to refine and improve their future holiday promotion strategies.This paper summarizes the basic theories of consumer behavior and consumer intension, and the current researches’conclusions regarding online shopping intension. After research model and scales adjustment through pre-survey,13influencing factors are included in the research model, which are prices, product utility, activity participation degree, comments and transaction records, advance publicity, graphic display, promotional factors, information authenticity, fluency of the shopping process, after-sales risk, social and environmental impact, demographic factors and the awareness level of holiday promotion. The paper gives a detailed description of each factor and proposes theoretical assumptions, and then verifies the proposed theoretical model and assumptions using quantitative and statistical methods, such as regression analysis and variance analysis.The results indicate that prices, product utility, activity participation degree, comments and transaction records, advance publicity, graphic display, promotional factors, fluency of the shopping process, social and environmental impact and the awareness level of holiday promotion these11influencing factors have positive linear correlation with purchase intension. The results also indicate that the activity participation degree, the awareness level of holiday promotion, promotional factor, social and environmental impact and advance publicity are the five major factors that consumers’ willingness to purchase during holiday promotions. There is a significant difference between different genders’ purchase intentions and actual purchase behavior. Women prefer more to purchase goods in holiday promotions.