Research On The Impact Of Price Presentation Format On Consumers' Purchasing Intention In Comparative Price Promotion

At present,with the increasingly fierce market competition,price promotion has become a widely used marketing tool.With the rapid development of the Internet,price promotion has become increasingly diversified.However,whether it is traditional marketing or online marketing,comparative price promotion is everywhere.Businessmen stimulate consumers to buy by comparing price promotion in order to increase product sales.However,inappropriate promotional design has a negative impact on consumer psychology,will not attract consumers to purchase,which in turn leads to a decline in product sales.How to better design the promotion information to enhance the sales volume of enterprises has become a marketing topic that has always been concerned by the academic community.Based on the framework effect theory and working memory theory,combined with the Chinese education background,this paper integrates the price presentation format,professional type,working memory load and product involvement,and explores the impact of comparative price presentation format on consumers' purchase intention in the context of comparative price promotion,and analyses the regulatory role of professional type,working memory load and product involvement.Through empirical analysis,this paper draws the following conclusions:(1)Consumers' perceived savings(perceived value)and purchasing willingness are stronger under the vertical presentation of comparative price.(2)The regulatory role of consumer professional types exists.For science majors,the perceived savings(perceived value)and purchase intention of vertical price presentation are stronger than that of horizontal price presentation;for liberal arts majors,there is no significant difference in perceived savings(perceived value)and purchase intention under different price presentation formats.(3)The regulating effect of working memory load exists.For visual load,the perceived savings and purchase intention of horizontal price presentation are stronger than that of vertical price presentation;for verbal load,the perceived savings and purchase intention of vertical price presentation are stronger than that of horizontal price presentation.(4)The regulation of product involvement exists.For high product involvement,perceived value and purchase intention are stronger under vertical price presentation;for low product involvement,perceived value and purchase intention are not significantly different under different price presentation formats.(5)Perceived savings and perceived value are the mediating variables in the relationship between the comparative price presentation format and consumer purchase intention.This study combines comparative price presentation format,professional types,working memory load and product involvement to form an integrated research perspective,and proposes a conceptual model for the impact of comparative price presentation format on consumers' purchase intention and the moderating effects of consumer professional types,working memory load and product involvement in comparative price promotion.The analysis of its mechanism by variance analysis not only deepens the understanding of consumers' buying behavior,but also provides reasonable suggestions for marketing managers to optimize the design of promotion information and enhance the sales volume of enterprises.