The Impact Study Of Consumer Post-purchase Dissonance And Their Online Remarks After A Large-scale Markdowns Of Network Platform

With the rapid development of China’s e-commerce, online shopping market competition also tends to heating up, and online shopping service for the ever-changing technology is improving which induce more customers join the ranks of online shopping teams.The online businesses often offer their goods at a lower price than the store market to promote their sales. The ways of promotion is vary, and the substantial markdowns of network platform means that e-commerce platform sales bargains at very low price within a certain time frame. For example, Tianmao "double eleven " promotion was beginning from 2009, the entire development process reflects the evolution and development of such promotional model, and now the substantial markdowns of network platform has become more and more common.This paper is about how the substantial markdowns of network platform affect the post-purchase dissonance and their online remarks. This paper comes up with the key factors which could have impact on consumers’ post-purchase dissonance and their online remarks with the pre- survey method and relevant literature references, and also put forward the conceptual model and its relevant hypotheses. The three independent variable are time pressure, promotional timing and the adjustment variation of price after sale. The thesis also focus on the intermediation between the three independent variable and consumers’ online remarks. Furthermore Experimentation is the main research method, and the paper design eight different online shopping situation, and require subjects to answer the questionnaire. The author finally verified the hypotheses with the Interoperability testing, reliability testing, validity testing, factor analysis, independent samples t-test and inspection methods mediating effect.This study concluded that time pressure, promotional timing and the adjustment variation of price after sale are significantly affect the level of the consumer post-purchase dissonance and post-purchase evaluation in substantial markdowns of online shopping platform. The greater the time presser is, the more chances that customers are hunted by post-purchase dissonance, the more important the promotion time is,the deeper level of disorder, and the less the adjustment of price is, the more likely result a higher level of dissonance. The higher dissonance may result more negative remarks. The intermediary role of post- purchase disorders inspection use Wen Zhonglin et al(2004) method, using regression analysis to obtain the independent variables and the dependent variable and the independent variables and mediating variables in a linear regression of the regression coefficients, as well as the dependent variable and the independent variables, the intermediary Multiple linear regression coefficients of variables, through the intermediary of the ultimate effect of discriminating procedures and methods to test hypotheses proposed. Research results that consumers’ post- purchase disorders play a partially mediated affection between the independent variables and dependent variable in substantial markdowns of online shopping platform. Finally, the corresponding marketing recommendations based on these findings are been put forward,as a result, this paper also argue on the defects of this research and the possibility of future study.