Influence Of Online Store's Promotion Strategy On Consumer's Perceived Risk

With the promotion of the "Internet plus",the integration of online and offline accelerated,the amount of online shopping developed rapidly.Online promotion strategies are increasingly diversified,sales promotion,time limit buying,coupons and other promotional ways are becoming more and more intense.New ways of promotion such as red packets,online lottery,and forward point praise emerge in an endless stream,and even the "double eleven" and "618" as the representative of the network shopping carnival.Different types of promotion strategies are adopted by online stores,which bring benefits to online shopping consumers,but also have an important impact on consumers' perceived risk.The purchase behavior of consumers is goal oriented.Under the influence of different promotion strategies,the uncertainty and loss of purchase decision will appear when the purchase behavior is not consistent with the expected goal.This makes the consumer perceived risk level change.This research is done in order to clarify the difference between different types of promotion strategies on consumers' perceived risk.The promotion strategy is summed up in two categories: price promotion and nonprice promotion.Price promotions include price discounts,time limit buying,set meal promotion,multi discount,return of red packets,freight preferences,coupons,non price promotions including gifts,lottery,registration preferences,forwarding points,points,and holiday promotions.Consumer perceived risk is divided into six categories: perceived time risk,perceived financial risk,perceived function risk,perceived privacy risk,perceived service risk and perceived social risk.The influence of sales promotion strategy on consumer perceived risk is regulated by seven factors,such as gender,age,education level,income level,online shopping experience,the ratio of online shopping consumption,and the decision character of online shopping.The empirical study shows that there are significant differences in the impact of different sales promotion strategies on consumer perceived risk,and perceived risk is negatively related to consumer purchase intention.In order to improve the effectiveness of the promotion strategy,the online shop should improve the service of customer service,speed up the speed of logistics,perfect the pricing system,establish the price mechanism,describe the product,guarantee the quality of the product,perfect the safety mechanism,guarantee the security of privacy,maintain the customer relationship,do a good service,establish the brand image,and form the mouthMonument effect.It is necessary to analyze the consumer characteristics of the target customers,according to the gender,age,education,income,experience,the proportion of online shopping consumption and the personality to carry out precision promotion.