The Impact Of Online Product Sales Level On Consumer Response

With the increasingly fierce competition in the e-commerce industry,how to attract shop visitors and improve passengers' conversion rate has become the focus of ecommerce platforms and businesses.Thus,optimizing online product cues and pushing attractive products to the recommended section of the e-commerce platform has become the important ways for merchants.Previous research on online product cues has found that the impact of comments,prices and other factors on consumer response,and accumulated lots of achievement,and research on sales information has got some attention in recent years,but the results are still insufficient.Few studies have focused on the differences in the impact of sales information of different products.In this context,this study will explore how the sales level of online products affects consumers' responses through two sub-studies.It is intended to provide suggestions for online products to present sales informationion,to improve recommendation strategies for different product,and to optimize product information strategies.Based on the Conformity Theory,Study 1 puts forward the influence of online product sales level on consumer response(attention and purchase intention)and the moderation effect of product type.The experiments were tested by eye movement(Experiment 1)and scenario simulation(Experiment 2)to test the theoretical model.The conclusions are as follows: product sales level positively affects consumers' attention,and this effect will be moderated by product type(H1);the product sales level positively affects the consumer's purchase intention,and the product type moderats this effect(H2).Based on the Na?ve Theory of Exclusivity,Study 2 proposes the influence of the sales level of symbolic products on consumer response(perceived attractiveness and purchase intention),and the mediation mechanism and moderation mechanism.Contrast to functional products,the theoretical model of Study 2 were tested through a series of scenario simulation experiments such as receiving prizes(Experiment)3),gift selection(Experiment 4),online shopping(Experiment 5,6).Then draw the following conclusions: different from that the high sales level(vs.low sales level)of functional products are more likely to induce positive consumer responses,it was the low sales level(vs.high sales level)of symbolic products are more likely to induce positive consumer response(H3);the impact of sales levels on consumer response to symbolic products(rather than functional products)was serially mediated by the perceived self-image exclusivity and perceived face threats(H4);when discount of the belief on the “high sales level represents popularization and negative comments from others”,there is no significant difference in the effects of symbolic products' sales level(high vs.low)on consumer responses(H5).Finally,the paper discusses the theoretical contributions,management implications,research limitations and future study of this research.