A Research On The Impact Of Sample Distribution Forms To Consumers’ Purchase Intention: A Perspective Of Prospect Theory

The communication between businesses and consumers is more andmore important. Promotion is an important marketing tool for enterprisecommunication and competition. Both theoretical circles and enterprises areconstantly exploring a problem----what’s the best promotional method toimprove the customer’s purchase intention. In fact, most of them are trying toanswer this question, and had made lots of remarkable achievements, but thelimitation still clearly:First, due to excessive use of price-based promotions, the promotionalwar between enterprises has led to a number of industry marketing trap unableto extricate themselves trapped, but the effectiveness of promotions have beencontinuously reduced.Second, most of the promotion researches are focus on the money-basedpromotional tools(such as discounts or coupons), while for non-monetarypromotional tools (such as sample promotion) studies are quite limited.Third, most of the promotion researches are focus on the perspective ofrational decision-making or to study the effectiveness of customers’ purchase,only a little paper do the research of non-rational decision-making, especially,from a positivist point of view to verification.The paper used a non-rational decision-making perspective, according toresults of theoretical studies and practical experience, to establish twohypothetical models:" the influence model that the sample distribution formaffect customer purchase intention "," the intermediary utility model that theprospect theory affect customer purchase intention ".The methods of psychological research is used to do the survey. Findings obtained are asfollows:1. Consumers’ purchase intention are different in different form of samplesdistribution, on-site distributed manner had a weak customer perceived valueand purchase intentions than apply distributed manner and post-trainingdistributed manner.2. Purchase intention in different samples distributed form is different,especially when the brand is famous; the purchase intention is influence by thepromotional price level of goods, but this effect is not significant.3. Consumers easy to carry out the non-rational decision-making, whenspurred by the intermediate conditions. Enterprises can take advantage ofownership effect, reference dependence and loss aversion effects to guide theconsumers to enhance the willingness to buy.The papers can be divided into seven chapters. The first chapterdescribes the background of subjects, ideas, structure and so on. Chapter IItalk about the research of sales promotion, experience promotion, prospectstheory used in sales promotion, consumer purchase, and laid a goodtheoretical basis for the sales promotion. Chapter III is about "Research modeland hypotheses put forward." Chapter IV is about psychological experimentdesign and pre-investigation. In chapter V,we do the model evaluation andhypothesis test. Chapter VI provides strategic information based on theoutcome of the statistical analysis. The last chapter made a summary derivedfrom theoretical and empirical conclusions, and to propose possible futureresearch directions and ideas.