A Study On Effects Of Consumers' Promotion Expectation On Purchase Decision

Promotion has always been an important means for businesses to stimulate consumers to buy.Since Alibaba launched the first Internet "home-made festival" promotion in the name of "Double Eleven Singles Day",major e-commerce platforms have begun to follow suit.The transition of Internet shopping site from the PC to the mobile terminal makes it unnecessary for the consumer to actively search for the promotional information,and the mobile terminal can actively push the accurate promotional information in time,which greatly improves the possibility of the consumer contacting the promotional information.However,with the continuous accumulation of consumer online shopping experience,in the face of the endless stream of e-commerce promotion festivals,some consumers' psychology and behavior have quietly changed.Some consumers have been trained,and began to wait for opportunity of promotion.This phenomenon will reduce the attractiveness of the current promotion,so that e-commerce companies have to take more attractive promotional opportunities in order to increase sales,eventually leading the industry into a "non-promotional no sales" discount trap.In view of the phenomenon of consumer promotion expectation,this paper puts forward the hypothesis and theoretical model of the relationship between consumer promotion expectation and purchase decision-making on the basis of literature review and theoretical combing.In this study,a situational experiment method was used to conduct empirical research,and SPSS Statistics22 data analysis software was used to test the experimental results and verify the proposed model and assumptions.This study uses the real promotion background to study the online promotion anticipation phenomenon by taking "Double Eleven" and "Double Twelve" as examples,and puts this phenomenon into the continuous dynamic decision-making experiment to study consumers' purchase choices.This study introduces four different types of regret to explain the relationship between sales expectations and purchase decisions,explores the mechanism of sales expectations,enriches the emotional perspective of sales expectations,and verifies the possibility of explaining sales expectations from the emotional perspective.This study uses the "forward-looking" explanatory perspective,using future prices as reference prices,and expands the time span of reference prices.Firstly,the results of this study validate the negative effects of sales promotion expectation.It shows that the stronger the consumer's sales expectation psychology,the greater the expected future sales discount,the higher the possibility of delayed purchase.Secondly,through experiments and data analysis,this study shows that consumers with promotional expectations make decisions on whether to delay purchases by weighing expected regrets.Finally,this study explores how consumers' regrets after buying affect consumers.The study found that the previous shopping experience will affect the subsequent shopping feeling.Consumer's experience action regret positively affects consumer's anticipated action regret for the next purchase.Consumer's experience inaction regret positively affects consumer's anticipated inaction regret for the next purchase.