The Influence Of Time Pressure And Price Discount Frame Effect On Promotion Effect In Online Promotion

The growing development of Internet shopping platforms has made online shopping an indispensable part of people's lives.It shows that the economic potential of online promotion is huge,and the participation of consumers is constantly improving.Therefore,in order to seize the market share of online promotion,merchants also strive to set up a variety of promotional activities,hoping to attract more consumers."Limited time promotion" in the online environment is one of the ways used by merchants..Limited time is bound to give consumers a sense of pressure,which is called time pressure.At the same time,consumers are most concerned about marketing activities related to price discounts,including the extent of discounts,the form of discounts,and so on.Will the different price discounts set by the merchants affect the online purchase behavior of consumers?And does the time limit for promotion "interfere" with the consumer's decision to make a purchase?Therefore,this study will explore these issues.This study uses the situational experiment method to explore the impact of the time pressure and price discount frame effect on the promotion effect in online promotion.Study 1 mainly explores the impact of time pressure(High vs.Low)and price discount frameworks(Reduction amount vs.Discount)for durable goods and consumable goods on promotional effects.Study 2 introduces discounts and explores the impact of time pressure(High vs.Low)and price discount frames(Reduction amount vs.Discount)on promotional effects under different discount ranges(50%off vs.30%off).The conclusions were:(1)The promotion effect of consumables goods in online promotion is better than durable goods.(2)When the discount rate is small,the promotion effect of reducing the amount of money under low time pressure is better than the discount.The promotion effect of discount under high time pressure is better than the reduction amount.(3)When the discount rate is large,the promotion effect of the discount under the low time pressure is better than the reduction amount.The promotion effect of the reduction amount under the high time pressure is better than the discount.This study combines the time pressure and price discount frame effects to study and introduces discounts.It is found that the promotion effect is related to the type of product,and the information about the discount.I hope that on this basis,the business can be inspired,and they can optimize sales activities.