The Impact Of Pre-sale Promotion Of Agricultural Products Of Origin To Consumers' Impulsive Buying Behavior

Today,consumers are pursuing healthy food and branded food,the agricultural products of origin have become one of choice to people.Pre-sale promotions have made people's consumption of agricultural products gradually irrational on the e-commerce platform.Therefore,it is necessary to explore the influencing factors of the irrational consumption of consumers.This paper takes the pre-sale of the e-commerce platform of agricultural products of origin as the background and consumers as the research object.This paper combines the S-O-R model which the promotion strategies are the independent variable,anticipated inaction regret is the mediator,the impulse buying behavior is the dependent variable and the trust of the e-commerce platform is the adjustment variable of the theoretical model.In addition,I checked my analysis by questionnaire platform and used SPSS24.0 and AMOS23.0 to analyze 364 data.It can be concluded that:(1)limited-time scarcity and limited-quantity scarcity have a significant positive effect on the anticipated inaction regret.That is,the greater the limited-time scarcity,the greater the anticipated inaction regret.The greater the limited-quantity scarcity,the greater the degree of consumers' anticipated inaction regret.And limited-time scarcity and limited-quantity scarcity have the influence to the anticipated inaction regret,when the strength of limited-time scarcity is bigger,the limited-quantity scarcity can easily stimulate the anticipated inaction regret.When the strength of limited-quantity scarcity is bigger,the limited-time scarcity can easily inspire the anticipated inaction regret.(2)Consumers' anticipated inaction regret has a significant positive effect on impulsive buying behavior.That is,'the consumers are not buying now,they will regret in the future',the consumer's impulsive buying behavior will occur.(3)Anticipated inaction regret is the mediator between promotion and impulsive buying behavior.(4)The trust of e-commerce platform positively regulates the relationship between anticipated inaction regret and impulsive buying behavior.That is,when consumers have high trust in e-commerce platforms,anticipated inaction regret and impulsive buying behavior are stonger.These conclusions not only expand the theoretical research on agricultural products,but also provide valuable management advice for producers and merchants.There are three innovative aspects of this essay:(1)This article limits the product to the origin agricultural product,the origin agricultural product is brand product of the agricultural product,it has the certain purchasing power,it uses the electronic commerce platform and brings the promotion into the pre-sale period.Though the empirical analysis of the relationship between the incentive factors and impulsive buying behavior,the paper verifies the relationship between the promotion strategies and impulsive buying behavior.It enriches the existing research and applicable situations of promotion and impulse buying behavior.It breaks the existing literature on the promotion of applicable situations and the restrictions of product types.(2)This paper introduces the meditor of anticipated inaction regret and interprets the influence of consumers' psychological reaction to different purchase restrictions under the situation of promotion.This psychological mechanism of regret is expected to provide a new point for the research of promotion mechanism and impulsive purchase behavior.(3)This paper applies the S-O-R model to the study of agricultural products of origin,and introduces the different forms of pre-sale promotion(limited-time scarcity and limited-quantity scarcity)into the model,which enriches the theoretical context of the S-O-R model.