Research On The Influence Of Different Promotion Types To Consumers' Purchase Intention

As the most commonly used stimulus measure for merchants,promotion can not only bring “saving money” benefits to customers,but also bring different benefits and values to customers.It is also a way for companies to improve sales performance,maximize corporate profits and effectively increase profits.Effective means.And restrictive promotion is considered as an effective promotion strategy,because purchase restriction is a promotional method to stimulate consumers to make quick purchasing decisions and achieve the purpose of making consumers consume quickly.Reviewing the current impact of promotions on customer consumption behavior,the study has certain limitations: First,scholars have never studied the impact of promotional methods on consumer preferences,but mainly focus on the impact of a certain type of promotion,but The comparative study of the two promotion types is relatively rare,and the impact of different promotion methods on consumers still needs to be explored in depth.Secondly,scholars' focus on different promotion methods mainly focuses on the perception of consumer value and its influence on consumer behavior.The research on consumer value perception is mainly based on the research of promotion framework theory,psychological account theory,and consumer internal reference price theory,and its research perspective does not jump out of loss reduction and increase in revenue.Relying solely on the reduction of losses and the increase of revenues cannot completely distinguish consumers 'preferences for different promotion methods,nor can they fully explain the internal psychological mechanism of consumers' promotion choices.Finally,from the actual situation,not all promotions will trigger the purchase behavior of customers.As customers are exposed to a variety of price discount information for a long time,those bland general discounts have been difficult to attract customers' attention.Existing researches have still paid less attention to the influence boundary of promotion on customer purchase intention.Therefore,based on the shortcomings of the existing research,based on the product theory,explore the impact of different marketing stimuli(general promotions / restrictive promotions)on customer product purchase intentions,and from the perspective of perceived value theory,introduce the intermediary of perceived value.Variables,explore the "black box" of marketing stimulus acting on customers 'product purchase intentions,and finally,introduce the moderating variable of brand recognition to explore the boundary conditions of marketing stimulus acting on customers' product purchase intentions.Based on 324 valid sports brand(PUMA)consumer questionnaires,this study draws the following conclusions:(1)Promotional stimulus is positively promoting consumer willingness to buy,and restrictive discounts are more motivating to consumers than general discounts.Purchase intention;(2)Perceived value acts as an intermediary in the relationship between promotional stimulus and consumer willingness to buy.The stronger the promotional stimulus,the greater the perceived value of the consumer,and therefore the stronger the willingness to buy;(3)positive brand awareness of customers Adjust the impact of promotional stimulus on customer value perception,thus affecting customer purchase intention.The results of this research not only help to enrich the research results of the promotion theory,but also open up the "black box" and boundary conditions that the promotion stimulus acts on the customer's purchase intention.At the same time,it helps merchants to fully explore the value of different promotional methods on customers when promoting.