Research On The Impact Of Online Consumer Promotion Expectation On Current Purchase Intention

The rapid development of the Internet has driven the growth of online shopping.In the highly competitive Internet economy,merchants use promotional tools frequently in order to attract customers and increase sales.However,the increasingly rational consumers and the transparency of the Internet have made consumers to form promotional expectations.Once the promotion does not meet the consumer's expectations,the consumer will adopt a wait-and-see attitude and not have purchase behavior.At this time,the merchant's promotion methods cannot achieve the previous purpose.This practical problem has become a dilemma for many marketers to carry out promotional activities.More and more scholars have also noticed this phenomenon.However,the theoretical research on promotion expectations mainly focuses on the formation of promotional expectations.The discussion of its negative effects is still in its infancy.The identification of its mechanism of action and the manipulation of promotional expectations are rare.In view of the dilemma of practice and the lack of theoretical research,this study attempts to explore the impact of consumer promotion expectations on current purchase intentions and to reveal the mechanism of psychological distance and promotion methods.The purpose of this study is,first,to explore the mediating effects of perceived loss between consumer promotion expectations and current purchase intentions.Second,this study explore the way of three dimensions of psychological distance(time distance,social distance and spatial distance)regulating the main effect of promotion expectations and of the mediating effect of perceived loss.Thirdly,it discusses the regulating effect of price promotion and gift promotion between consumer promotion expectations and perceived loss,between promotion expectations and purchase intention.This study obtained data through designed experiments and questionnaire survey methods,mainly using SPSS 25.0 and AMOS 22.0 for data analysis to test the relationship between variables.Research 1 explores the impact of promotion expectations on purchase intentions from the consumer level.Three experiments were carried out to discuss the regulating effects of time distance,social distance and spatial distance.The findings are as follows.From the main effect,when the discount level of the promotion does not reach the consumer promotion expectation,the difference between the promotion expectation and the actual promotion level has a significant negative effect on the current purchase intention.From the perspective of mediation,consumers' perceived loss plays a part in mediating between promotion expectations and current purchase intentions.From the perspective of the adjustment of the time distance,when the consumer perceives that the next promotion time is farther away from the promotion time,the direct effect of the promotion expectation on the current purchase intention is weaker,and vice versa.And the time distance also regulates the mediating effect of perceived loss.However,social distance and spatial distance have not adjusted the main effect of promotion expectations and the mediating effect of perceived loss.Study 2 explores the impact of promotional expectations on purchase intentions from the merchant level,and discusses the regulatory role of price promotions and gift promotions.The study found that the promotion method plays a regulatory role in the promotion of expected strength and perceived loss.Compared with the price promotion method,the promotion mode of the gift will reduce the negative impact of the promotion intensity of the promotion on the perceived loss.The promotion method also plays a role in regulating the expected strength of the promotion and the current purchase intention.Compared with the price promotion method,the promotion mode of the gift will reduce the negative impact of the promotion expectation intensity on the current purchase intention.The research conclusion further enriches the research field of promotion expectation,expands the scope of application of other related theories,helps to form new theoretical innovation points,and provides theoretical basis for future scholars' research.Finally,based on the research conclusions,suggestions are made on how to weaken the negative impact of consumer promotion expectations,and point out the future development direction of the field,in order to provide relevant research directions for related research.