Research On The Impact Of Price And Gift Promotion Methods On Inertia Of Inaction

Inaction inertia refers to the effect that consumer decline the likelihood to act on an current attractive opportunity when previously a more attractive opportunity is missed.Based on the close tie between promotion and shopping behaviors.Using situational questionaire method and between-subject experiment design,this study aims to examine how promotion formats(i.e.price promotion and premium promotion)difference on this inaction inertia effect.Experiment 1 explored the effect of price promotion and premium promotion on the likelihood to act,the author conducted a 2 promotion(price promition vs.premium promotion)by 2 attractiveness difference(large vs.small)between subject design to examine the propose,the data showed that when the attractiveness difference was relative large,price promotion showed less likelihood to act on purchase behaviour than premium promotion,when the attractiveness difference was relative small,there is no difference between price promotion and premium promotion.Moreover,the PROCESS(Hayes,2013)result showed the devaluation mediated the effect of promotion on the inaction inertia.Experiment 2 exploded how to moderate the promotion on inaction inetia,the author conducted a 2 promotion(price promotion vs.premium promotion)×2 temporal distance(long vs.Short)between-subject design to examine the propose,the data showed that temporal distance can ease the inaction inertia effcet,when the temporal distance was short,price promotion showed less likelihood to act on purchase behaviour than premium promotion,when the temporal distance was relative longthe temporal distance can effectively alleviate the inaction inertia of the price promotion,but has no effect on the premium promotion.The conclusions are as follows:(1)In the case of large differences in opportunities,missed a price promotion showed less likelihood to act than missed a premium promotion.(2)Devaluation plays an important mediation role in the influence of promotion on the inaction inetia.(3)The temporal distance between two opportunities can ease the ination inertia effect,it works for price promotion,but has little effect on the premium promotion.According to the conclusions of this study,it can provides guiding reference for enterprises promotional activities.For small-scale promotional activities,there is no difference between price promotion and premium promotion.For large-scale promotional activities,enterprises should adopt premium promotion as much as possible.While using the price promotion,the temporal distance of the two promotions should be extended as much as possible,while the premium promotion will not be affected by the temporal distance.