Influence Of Promotion Signal On Purchase Intention In The Case Of Price Increase

Promotion,as a powerful marketing means to stimulate short-term sales growth,has been widely used in practice.Price promotion plays an important role in traditional marketing.However,when promotion is applied to network marketing,it shows different characteristics from traditional marketing With the increasingly fierce competition among e-commerce platforms,promotion,as an important tool to attract users in the short term,is used more frequently in online marketing.Frequent online sales promotion brings frequent price changes.It is not enough to explore the impact of promotion signal on purchase from a static perspective.Therefore,this paper intends to explore the impact of promotion signals on purchase intention in the case of price increaseThis paper reviewed relevant literature such as promotion,regret and missed promotion scenarios.Based on the theory of inertia of inaction,the influence of promotion signals on purchase intention is tested.In addition,through literature review and theoretical derivation,the mechanism of promotion signals' influence on purchase intention is proposed.In addition,this paper also discusses the applicability of the influence mechanism under different conditions on the basis of the influence mechanismFinally,this paper draws the following conclusions through scenario experiments and empirical analysis:(1)Promotion signals affect purchase intention;(2)"Expected inaction regret" play a coordinating intermediary role in the influence of promotional signals on purchase intention;(3)The product involvement regulates the specific path of mediation.