Study On The Impact Of Online Price Promotion To The Purchase Behavior Of Consumers

With the rapid spread of the Internet and e-commerce technology matures, the scale of China’s online shoppers are expanding significantly. online shopping enterprises has become an indispensable part of online life. online shopping enterprises makes various marketing strategies to attract customers, due to obvious effect,price promotion has been attracted by Internet businesses. Choosing proper promotion strategies can help online shopping enterprises achieve their business objectives and create profits. online shopping enterprises need to quickly update the marketing concept and methods,improve the traditional promotion strategies,encourage consumers shopping by internet,expand its market share.Based on consumer behavior theory and price promotion research,this paper constructs consumers’s purchase behavior model under the influence of different price promotion strategy.This paper collected correlative data through the questionnaire survey and data analyze to confirm the relationships of each variable as well as the rationality of the model.The results of the study show that consumer perception bring by different price promotion strategy have significant differences.Perceived promotion usefulness and perceived promotion convenience respectively positive influence on consumers’ purchase intention,and perceived promotion risk negative effect on consumers’ purchase intention.In practice,the results of the study provides theoretical support for online shopping enterprises developing effective market programs.At the same time,empirical research result can provides promotion advice for online shopping enterprises...