Study On The Influnce Of Demarketing Online On Consumers’ Purchase Intentions

Along with popularization of the network, selling goods on the Internet becomes more and more convenient for sellers, shopping online is getting favored by more and more consumers. In the face of a large number of homogeneous goods on the online shopping platform, how to stand out and make the profit is what the sellers have been always concerned about. The two activities, the T-mall’s flash sales activity on the eleventh day of November, and sales with limited quantity in VIP.com, have achieved great success and it makes other sellers follow the example positively. In the demarketing, commodities are sold at a special preferential price for sale within a certain time or quantity. Which one is the real reason that makes them succeed, the lower price, the time restriction, the quantity restriction, or the interaction ? The problems will be discussed in this paper.With a review of the existing research, this paper explores respectively the inner mechanism of the demarketing impacting consumers purchase decisions from scarcity theory, psychological reactance theory and transaction utility theory. According to scarcity theory, consumers feel that goods which is in short supply has a better quality, then it will stimulate consumer’s purchasing intention; Psychological resistance theory argues that because demarketing aims to limit consumers’ purchase behavior, make consumers feel shopping freedom will be threatened, and then they will make the move to the opposite, that is, they will buy more goods. Transaction utility theory considers demarketing will increase perceived value of the commodities, demarketing let consumers feel commodity price is more favorable, competing with most people and then getting the goods will make consumers feel happy, the increase of perceived value will increase consumers’ willingness to buy, and then make a purchase.Questionnaires are used to collect data, and SPSS19.0 is used as a tool with the method of the variance analysis, principal component analysis, and regression analysis. According to the data, we find that the more the extent of time restriction(or quantity restriction) is, the stronger consumer purchase intention will be. In addition, consumers’ perceived value is a mediator between demarketing and purchase intention.