| The rapid development of the Internet has accelerated the arrival of the Internet economy era,and the popularity of online shopping has also been increasing.Online shopping has brought many conveniences to shoppers,saved time and solved the limitations of shopping places.However,with this development,the competition among e-commerce is also increasing.In order to gain certain advantages in the competition and occupy more market share,e-commerce has launched various marketing methods of price promotion in order to attract the attention of shoppers,improve product sales and obtain higher profits.However,the mere adoption of price reduction strategy by e-commerce consumers will cause consumers to doubt the value of products and affect their desire to buy,which will also disrupt the order of online shopping platforms.Therefore,in this context,it is very important to study reasonable price promotion strategies in combination with the price characteristics,time characteristics and consumer psychological characteristics of the promotion.Based on the review and analysis of the existing literature,this paper summarizes the research status of domestic and foreign scholars in price promotion discount,time limit,price sensitivity,perceived value,purchase intention and so on.Based on the need of both theory and practice in our country,this paper takes the influence of the promotion discount level under the regulation of time limit and price sensitivity on consumers' purchase intention as the main content of this paper.In this paper,the perceived value of consumers is used as the mediating variable between the level of promotion discount and purchase intention,and the time limit and price sensitivity are used as the adjusting variables.Based on this,the research model of this paper is proposed.Based on previous studies and the actual needs of this paper,the definition of variables,the hypothesis of this study,the design of variables measurement scale and the experimental situation of this paper,the formation of the initial situation questionnaire,the beginning of pre-investigation,combined with the actual situation and the extraction and analysis of relevant factors,the final experimental situation and questionnaire are designed.The descriptive statistical analysis,variance analysis and regression analysis of statistical software SPSS are used to process the data,and the hypothesis based on the relevant theory and analysis is tested.This study finds that:(1)the level of promotional discount has a positive impact on consumers' perceived value and purchase intention;(2)time limitation and price sensitivity have a moderating effect on the level of promotional discount on consumers' perceived value and purchase intention;(3)perceived value is an important variable of promotional discount level affecting purchase intention,and is a key mediating variable.Perceived value plays a partial mediating role under the unregulated effect,and a complete mediating role under the two mediating roles of price sensitivity and time limitation.This paper not only enriches the research on the influence of price promotion discount on consumers' purchase intention,but also helps e-commerce enterprises to grasp consumers' response to various price promotion and its causes,which has important inspiration for marketers of business enterprises to formulate more effective price promotion strategies.Therefore,in the end,this paper combines the characteristics of time constraints and price sensitivity to put forward specific marketing suggestions for online merchants to improve sales volume and efficiency,which can be referred by power suppliers. |
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