Research On The Effect Of Historical Price On Consumer Purchase Intention Online

On the condition of the continuous development of online shopping market and improved online shopping environment,as well as advanced technology,consumers can acquire history prices of recent months through a number of tools.In addition,existing research shows that consumers purchase intention will be influenced when they realize the change from prices.However online shopping enhances the effect,which brings a negative situation for online merchants.Therefore,this article researches on the issue,aiming to explore in this new online shopping situation,when consumers perceive to historical price changes,what will happen and what makes for it.If these above problems are confirmed,then further consider as online shopping business to weaken this factors.Along with the above problems and objectives,this paper have carried out the following research.Through literature study,proposed consumers perceived justice and perceived value as the middle factors of purchase willingness in condition of price-up and price-down.Meanwhile,summarized three price dimensions(price change range,original price level and reference time)and two dimensions of personal characteristics(gender,income)to conduct in-depth analysis.The results showed that:no matter the price is going up or down,the magnitude of price changes,consumer income levels will impact on consumer perception.In addition,when the price is on account,consumer's gender and the price level of goods,as well as the reference time will all affect consumer perception.Finally,with the use of regression analysis,it is proved that consumers perceive fairness,consumer perceived value is positively correlated with consumer purchase willingness respectively.Finally,based on the conclusions of the study,put forward nine recommendations on marketing from the consumer and price strategy.It is summarized as follows:1.In both situation,they need to focus on the consumer characteristics,especially on low-income people and the females.2.In both situations,merchants are required to maintain high quality of goods and service,in order to lower negative affect brought by perception of injustice and perceived risk.3.If the merchants online have to increase price,they need to control the magnitude of price increase.4.If the merchants online want for promotional activities,they firstly need to focus on the discount rate because that a small change can't make influence but a big one causes consumer perceived risk;secondly.5.Finally,on the time of reference price,merchants should not hold promotion activities for a long time,because consumers might therefore lose their perceived value on some extent brought by promotion.