Consumer's Perceivd Price Unfairness And Its Impact On Negative Purchase Intention Under The Condition Of Missing Sales Promotion

When the commercial competitions become more and more intense, sales promotion becomes a way for businesses to take advantage in competitions. Businesses take different kinds of promotions to attract consumers. Prior studies have examined the effects of sales promotions on consumer's behavior. One neglected research is the effect of missing sales promotion on consumer's perceived price unfairness. The study examines that (1) how the promotion types (the price promotion VS the premium promotion), discount level, the attribution of firms and product's price level affect consumer's perceived price unfairness. (2)Two interaction effects:the interaction effect of the promotion types and discount level; the interaction effect of the promotion types and the attribution of firms. (3) The Impact of consumer's perceived price unfairness on negative purchase intention.This research conducts an experimental design to collect data and investigate the hypotheses by ANOVA and SEM. Participants are colleges and postgraduate students. The main results are as follows:(1) Compared to missing a premium promotion, consumer's perception of price unfairness is higher when they miss a price promotion. (2)Compared to missing a low-level discount, consumer's perception of price unfairness is higher when they miss a high-level discount. However, the discount level doesn't interact with the effect of the promotion types on consumer's perceived price unfairness. (3)As the level of the attribution of firms increases, consumers perceive higher price unfairness. But the attribution of firms doesn't interact with the effect of the promotion types on consumer's perceived price unfairness. (4) Compared to missing a low-price product promotion, consumer's perception of price unfairness is higher when they miss a high-price product promotion. (5) Consumer's perception of price unfairness has a distinctively positive effect on negative purchase intention.Based on the conclusions of this study, the main implications of this article are as follows: (1) Various communication channels not only attract consumers to purchase products but also can avoid consumers attributing to firm. (2) For the purpose of reducing consumer's perceived price unfairness, it's better for firms to take the premium promotion. (3) when taking a price promotion, films should not only think about the attraction of the discount level but also consider of the price variance induced by the discount. It is quite important to set a proper discount level. (4) When taking promotions on high-price products, films should be more careful about the discount level compared to the low-price products.