Study On The Impact Of Pre-sales Restricted Promotion On Consumers' Willingness To Buy Online In The Sale Of Agricultural Products Of Origin

The pre-sale model has multiple advantages such as increasing transaction stability and adjusting consumer demand.It has become a marketing method commonly used by e-commerce companies.In the actual pre-sale scenario,merchants often use price promotions such as price discounts to increase consumers'shopping enthusiasm.Such promotions are often accompanied by restrictions on promotional time and number of promotional products.Merchants use limited promotions to reflect the scarcity of products,and they want to increase consumers'value perception and willingness to consume.However,in the actual pre-sales of agricultural products,consumers will face many risk factors.Restrictive promotion strategies will also increase the perceived risk of the person.Due to the high quality and unique regional characteristics,the agricultural products of origin become one of the most suitable hot products for the pre-sale model.Therefore,this paper chooses the agricultural products of origin as an example to explore the effect of restrictive promotion strategies(time limit,quantity limit)on perceived risk of consumers and the willingness to purchase online.Based on the relevant clues of pre-sale promotion strategies,this study explores the impact of time-limited promotion and quantity-limited promotion on consumers'willingness to purchase online through perceived risks,and considers that the origin of agricultural products has the effect of origin,so it is introduced into the model as a regulatory variable to explore how it affects the perceived risk of consumers'online purchase intention.In this study,the collected questionnaires were processed by SPSS20.0 software,and the following conclusions were obtained:(1)Under different time limits in time-limited promotions,consumers feel different levels of risk,and the greater the time limit,the stronger the risk perceived by consumers.(2)Under different quantity limits in quantity-limited promotion,consumers feel different levels of risk,and the greater the quantity limit,the stronger the risk perceived by consumers.(3)Under the e-commerce pre-sales situation,the limited-time promotion and limited-quantity promotion in the promotion strategy have an interaction effect on consumers' perceived risk.That is,when the time limit is greater,the more time-limited promotions can stimulate consumers to perceive risks.When the quantity limit is greater,the more time-limited promotions can stimulate consumers to perceive risks.(4)Perceived risk has an intermediary effect on the relationship between promotion strategies and online purchase intention.(5)Origin image negatively adjusts the relationship between perceived risk and online purchase intention.(6)Perceived risk has a significant negative impact on online purchase intention.The possible innovations of this study are as follows:(1)Different from the previous scholars' choice of perceptual value as a mediator variable to study the research perspective of restrictive promotion on consumers' willingness to purchase online,this study combines specific research scenarios and believes that online shopping for pre-sale agricultural products is a risky consumer behavior.Consumers will pay more attention to risk avoidance in the purchase process,and tend to choose a solution that minimizes perceived risks.Therefore,this study chooses to include perceived risk as a mediator variable in the model,and explores the impact of pre-sales restrictive promotions on consumers'willingness to purchase online.(2)The agricultural products of origin have the country of origin effect,and most scholars use the image of origin as an independent variable to directly explore the relationship between the image of origin and the willingness of consumers to purchase.Different from the research perspective of scholars in the past,this study incorporates the image of origin as a moderator variable into the model,and believes that the image of origin affects the process of perceived risk on consumers'willingness to purchase online.From another perspective,this study explores the relationship between the image of origin and the willingness of consumers to purchase online.The limitations of this study are:(1)There are multiple paths to the impact of restrictive promotion on consumers' willingness to purchase.This study failed to consider and analyze the combined effect of perceived value and perceived risk on consumers' willingness to purchase.(2)The risk factors involved in the online shopping for pre-sale agricultural products are complex.In the actual research process,this paper only reflects the situational factors in the questionnaires,and fails to include and present other risk factors that may affect consumers' perception.