The Influence Of Time-lapse Accuracy On Consumers’ Online Impulse Purchase In Time-limited Promotions

Promotion has always been used as a marketing tool for merchants to drive consumption.With the popularity of the Internet and the rapid development of the online retail industry,competition in the online retail market is increasing day by day.How to expand consumers or increase the market size has become an important business goal for online retailers.Among them,promotion has become one of the important means for online retailers to compete in the consumer market,and has become a common tool to stimulate consumption.While online promotion methods are more diverse than traditional offline merchants,what effect different promotion methods have on consumers’ online purchase behavior,and how consumers’ psychological perceptions change in the face of different promotion stimuli,are the areas that online retailers should pay attention to and research.Whenever there are festivals and major e-commerce promotion festivals,flash sales are often the main promotion method for online retailers.The online time-limited promotion countdown units include days,hours,minutes,seconds,milliseconds,etc.At present,the most common precision units are seconds and 0.1 seconds.The same length of promotional time is shown to online consumers with different accuracy of time lapse,so will the different time lapse speed affect the consumer’s psychological cognition of the product,and then its purchasing decision mechanism? At the same time,will consumers’ purchase behavior be affected when they are facing products with different degrees of involvement?This paper sorts out and summarizes the relevant literature to clarify the key role played by time limit in promotion,and then further studies the impact of time-lapse promotion time precision on consumers’ online impulse purchase.Based on the theory of cognitive closed needs and the dual-system theory of decision-making,combined with consumer overconfidence in the field of psychology and product involvement in the field of marketing,this paper defines exaggerating perceived benefits and neglecting perceived risks as the key characteristic elements for measuring overconfidence,and the relationship between product involvement and online impulse purchases was sorted out,and a theoretical model of "time-limited promotion time-lapse accuracy-overconfidence-online impulse purchase" was constructed.At the same time,the moderating effect of product involvement between time-lapse accuracy and consumers online impulse purchases was studied.On the basis of the constructed theoretical model,this paper proposes research hypotheses,and verifies the theoretical hypotheses through three experiments and corresponding questionnaire survey data,so as to explore the effect mechanism of the online promotion time lapse accuracy on consumer impulse purchases.The conclusions are as follows:(1)The accuracy of time-lapse promotion time has a significant positive impact on consumers’ online impulse purchases.(2)Consumers’ exaggerating perceived benefits plays a full mediating role in the main effect,while consumers’ neglecting perceived risk has no significant mediating effect on the main effect.(3)Product involvement plays a significant role in adjusting the countdown time lapse accuracy and consumers’ online impulse purchases;And only when consumers are faced with the promotion of high-involvement products,the time-lapse promotion accuracy will have a significant impact on consumers’ online impulse purchases.That is,the higher the time accuracy of time-limited promotion,the more consumers tend to go online Impulse purchase.Finally,on the basis of the research results,this article puts forward relevant promotion strategy suggestions from the perspective of online retail enterprises.Then,the deficiencies of this research are analyzed and the directions for further research are discussed.