The Influence Of Purchase Restrictions On Consumer Purchase Intention Under Different Circumstances Of Price Discount

With the rapid development of Chinese economy and CPI continues to be rocketing up,the lives of ordinary people did not live so well as imagined. Consumers always complain that prices is too high,which leads to being more sensitive to prices Promotion as the background of the paper, it gives an systematic research on price discount and restrictions. Based on the high-priced product and low price product as the research object, combined with the frame effect and the regret theory, the paper investigates a vague scarcity restriction and a specific restriction how to effect anticipated regret and purchase intention of consumers under the exaggerated price discount and the plausible price discount.At present, Consumers’ shopping environment of China is very chaotic, and promotion information is overwhelming, it makes consumers being in a blur, whose do not know how to deal it and make decisions. As everyone knows, price discount is one of the most commonly used means of promotion, but there are many presentations of price discount, such as cash discount, percentage of discount and so on.Studies have found that,even if the same price discount,the discount rate of consumer perception is also different in a different way.For example, in the A store, a toothbrush need to be paid10.5yuan, and if consumers pay by cash,they can get0.5yuan discount, and meanwhile in the B store, a toothbrush need to be paid10.5yuan, and if consumers pay with a credit card,you must add to0.5yuan. For the above example, the economic cost is the same. But most people think, the A store toothbrush is more attractive,because the price discount of the A store is associated with return (discount) and the method of the B store, is associated with the loss (money).Some study found, in the measure of a transaction, compared to the same enrichment, people pay more attention to the loss. In addition to promotion of the price discount,firms often use promotion of the below methods for attracting consumers.Such as "clearance processing, finally XX""flash sale", researchers usually name these Restrictions, but never researchers do a clear definition and classification of restrictions on the purchase, the author makes buy limit purchase limit and clear purchase restrictions on two categories as fuzzy sex. Business always enjoys using the promotion of the way, in addition to considering the potential effect, mainly because of its very low cost.Business is always enjoy it using the promotion of the way, in addition to considering the potential effect, but mainly because of its very low cost. Businesses do not need to comply with the commitment to use these promotion methods, if the market response is good, then continue to supply, and looking for an excuse to end early promotional activities. In fact, we can find that the businessman promotion way is often complex type appear, and not a single promotion to, for example, timed X discount, it is worth pondering, attract consumers to make purchase behavior is timed to give consumers the time pressure this clarity purchase restrictions or price discounts to consumers price impact or influence them?For instance, the real estate industry often hit the slogan "4000yuan, a limited number, Yugoucongsu" then attract the consumer to make the purchase behavior is the effect of allowing more profits to price discount or worry about the house sold to the consumer the hedging pressure effects or both? Consumer awareness of them what is? Fuzzy purchase restrictions and clarity of the purchase limit more dominant who in the sales promotion? For different products, at the same price discount, fuzzy purchase restrictions and clarity of the purchase limit is how to influence consumer behavior? These are the core of this paper. This was also put forward several hypothesis:H1:Compared to the absence of restrictions,the existence of the restrictions make consumers have a higher anticipated regret and a higher purchase intention under equal price discount.H2:Under the circumstances of high price discount,compared to the vague restriction,the specific scarcity restriction make consumers have a higher anticipated regret and a higher purchase intention under equal price discount.H3:Under the circumstances of plausible price discount,compared to the vague scarcity restriction,the specific scarcity restriction make consumers have a higher anticipated regret and a higher purchase intention under equal price discount.H4:Anticipate regret and purchase intention has a significant positive correlation in this study. In order to confirm the above four hypotheses, this study adopts situational simulation experiment method and questionnaire research combined issuance, obtained the necessary data, and reliability and validity of the data, the relevant research and analysis data can be verified after. In this study, two different goods (commodity VS low-priced goods) were placed in the2*3scenario, eventually reached the following conclusions:Based on the high-priced product and low price product as the research object, combined with the frame effect and the regret theory,the paper investigates a vague scarcity restriction and a specific restriction how to effect anticipated regret and purchase intention of consumers under the exaggerated price discount and the plausible price discount.In this paper,by using the method of experiment, the above-mentioned two kinds of products would be set on the2*3scenario experiment, and this study draws the following conclusion:1.Compared to the absence of restrictions,the existence of the restrictions make consumers have a higher anticipated regret and a higher purchase intention under equal price discount.2.Under the circumstances of high price discount,compared to the specific restriction,the vague scarcity restriction make consumers have a higher anticipated regret and a higher purchase intention under equal price discount.3. Under the circumstances of plausible price discount,compared to the vague scarcity restriction,the specific restriction does not generate a higher anticipated regret and a higher purchase intention for low-priced product.otherwise,for the high-price product,it generates a higher anticipated regret and a higher purchase intention.4.Anticipated regret and purchase intention has a significant positive correlation in this study.This paper revealed the effect of consumers purchase under the different restrictions and the different situations,which should give some guidance and reference value in making kinds of promotions for companies.