The Influence And Application Of Perceived Value And Emotional Intensity On Purchase Intention In "Seckill"

Nowadays,online shopping is becoming more and more popular,and various promotional methods are emerging one after another.Among various promotional activities,"Seckill"is the most commonly used promotion method.The launch of"Seckill"putted by major e-commerce platforms is a special column,for example,"11.11 of Taobao Tmall" became the global shopping festival,and the"Jingdong Seckill"of the"brand limited time snapping"of the VIP Club and Jingdong Mall's"Jingdong spike"became increasingly popular.At the same time,there are few studies on"Time Limit Seckill" in China,but there is still no relevant empirical research on the psychological mechanism of the impact of "Seckill" on consumers'purchase intention from psychological perspective,and lacking practical guidance for"Seckill" Suggested study.This study explores the psychological mechanism of the impact of "Seckill"activity on consumers' purchase intention through the study of"Seckill" related literature,and combined with the theory and empirical research of perceptual value theory,emotional intensity and purchase intention.The research tool is WeChat applet.I collected 120 valid data in experimental method,and processed the data to verify the model hypothesis by using SPSS,and finally get the following conclusions:(1)Perceived value is the mediator variable of the effect of"Seckill"on purchase intention,that is,compared with"Infinite Seckill","Time limit Seckill" makes consumers' get higher perceived value,and thus consumers have higher willingness to purchase.(2)Emotional intensity is a moderator of the effect of"Seckill"on purchase intention.That is to say,for consumers with higher emotional intensity,"Seckill" has a positive effect on purchasing intention;for consumers with lower emotional intensity,"Seckill",has little effect on the purchase intention.Through the conclusions drawn from this study,I put forward recommendations for companies,consumers,and researchers separately.This will be beneficial for enterprises to carry out "Seckill" activities more scientifically,so the activities can have better economic benefits,for consumers to go shopping rationally,for researchers to have more research ideas and methods that can be used for reference.