Study On The Influence Of Price Change To Consumers’Purchase Timing

In our daily life, we often receive kinds of discounts for information that clearly conveys the price change more frequent and widespread. During consumption, this information will directly affect the timing of purchase. Before making a purchase decision, consumers generally will produce the expected price of the product. If the current price is lower than consumption is expected that consumers will not produce the expected regret, it will be time to make a purchase; when the current price is higher than consumer expectations, in order to avoid the emergence of anticipated regret, it will produce delayed buy ideas. Extensive literature has evolved from lower prices, anticipated regret and other aspects of consumers’purchase timing have been studied, but according to the literature found that for the expected regret intermediary role, the timing of price changes on the impact of consumers to buy less, it is not perfect, and there is scope for further research. Therefore, the study of price changes in the intermediary role of anticipated regret under the influence on purchase timing, up to some extent from increased consumer buying behavior in time for enterprises to adjust prices and to improve a enterprise performance has a certain significance. Especially in the online sales business, by making prices adjustments, you can test consumer response to changes in product prices, as well as consumer purchase price adjustment under the timing and coping strategies for the future development of enterprises to support the timing of price changes. Based on the above background, combined with the early literature on price theory, regret theory, and the factors that influence consumer buying opportunity to sort out other related studies on the basis of anticipated regret as an intermediary variables to study the timing of price changes on consumer purchasing choices. The price movements into price changes direction, amplitude and frequency of three dimensions, through the intermediary role of anticipated regret affect consumers the choice of timing. Focus on price change in the intermediary role of anticipated regret under the influence on purchase timing; theoretical framework and its formation by the experimental method to collect data, test hypotheses, and according to the study concludes that making advices to the corporate.In this study, the variables involved are:price change direction, amplitude, frequency, anticipated regret, purchasing timing, experience regret. In which the direction of price change, amplitude as independent variables, anticipated regret as mediating variable, purchasing timing is the dependent variable. Through the analysis of the relationship between variable, based on the use of experimental method, factor analysis and other methods for research to verify the model assumptions and structure. The results showed that:(1) When consumers appear "if buy now, the future may regret," the price change will reduce the likelihood of consumers purchasing timely.(2) When consumers appear "if I do not buy now, the future may regret," the price change will increase the likelihood of consumers to purchase a timely manner.(3) After the purchase of the consumer experience through anticipated regret, will be reduce the possibility of buying it again in a timely manner.Finally, based on the above findings, we will give relative recommendations: to enterprises’price adjustment。...