A Comparative Study On The Influence Of Recommendation And Promotion On Consumers' Purchase Intention Online

With the rapid development of e-commerce industry,shopping online has become one of the most popular shopping channels.Due to the convenience of shopping online and the maturity of the Internet technology,more and more traditional merchants turn to trade online.So,the competition of the e-commerce industry is very intense.The merchants tried all to attract customers.Among that,recommendation and promotion are the most common marketing strategies,which were applied since the formation of the commodity markets.These traditional marketing strategies have also been applied to the online shopping market.In traditional markets,recommendation mainly refers to the products recommended by shopping guide and the word of mouth of our relatives and friends around.However,in the online shopping market,it refers to Recommend Agent,which can push products to users according to the characteristics of user interest and their purchasing history,such as the personalized recommendation service provided by the website and recommendation of other people in the network community.Nowadays,there have been many researches on the effect of recommendation and promotion on the consumer behavior in different theoretical perspectives,at home and abroad.Especially,the significant breakthrough made in the research on the theory of consumer behavior has laid solid foundation for the further study of the influence of recommendation and promotion on consumers' purchase intention.However,most studies just explored the impact of a single marketing strategy on consumer behavior.Very few scholars have noticed the differences of the influence consumer purchase intention between the recommendation and promotion.Therefore,it's of great significance to study the differences of influence mechanism on the users'purchase intention between the recommendation and promotion by empirical research method.Based on the process of psychological cognitive and consumer decision-making,we applied SOR(Stimulus-Organism-Response)model as the framework for analysis.In the two aspects of cognitive and emotion,we discuss that how recommendation and promotion affect consumers' purchase intention and the differences of influence mechanism.The SOR model is the extension and supplement of the S-R(stimulus response)model,where Organism refers to the consumer itself.The results show that there are obvious differences in the mechanism of the influence of recommendation and promotion on consumers' purchase intention.Under the promotion situation,consumers' purchase intention is mainly influenced by the arousal factors of the emotion.And consumers are more prone to impulse shopping.However,consumers are more rational and sensitive to perceived risk in the context of recommendation.At the same time,we also pay more attention to the shopping experience.A relaxing,and pleasant shopping environment will enhance the consumer's willingness to buy.