Research On The Affecting Factors And Influence Mechanism Of The Hedonic Shopping Value In Promotion

Hedonic shopping value,one aspect of the shopping value,is consumer's happy feeling from their shopping experience.Hedonic shopping value has a profound effect on the buyer's consumption psychology and behavior.It has great significance to understand the affecting factors and influence mechanism of the hedonic shopping value under the environment of promotion.Based on the scene of online promotion simulation experiment,for different types of products,we explored the relationship of hedonic shopping value,positive emotion,means of promotion and purchase intention.The results showed us that,when the products was hedonic,different means of promotion caused different positive emotion and hedonic shopping value,compared to free-gift-with-purchase,cents-off makes consumers have the higher hedonic shopping value and positive emotion,positive emotion fully mediates different means of promotion and hedonic shopping value;when the products was utilitarian,the effects between means of promotion and hedonic shopping value and positive emotion are not significant.But positive emotion influences hedonic shopping value and hedonic shopping value influences purchase intention positively for both of the products.After these,seek for the reasons which cause the differences for hedonic shopping value and positive emotion with different types of products and different means of promotion,offers two pieces of suggestions to e-commerce managers: choose the right mean of promotion and envisage its importance;try every means to enhance consumer's positive emotion,make them happy form their shopping experience.