Influences Of Network Value Increasing Promotion On The Purchase Intention

Shopping online has become a popular way of shopping in China,more and more enterprises are fighting for consumers online.So consumers can easily make a compare and choose among many online stores,but the loyalty of consumers to enterprises has a strong separability.That is,consumers will not easily spend in a large number and repeatedly in an enterprise.In order to increase consumer stickiness,enterprises try to use more marketing means to promote consumers to make a large number of purchases in a short time,such as value increasing promotion.Value increasing promotion is a form of promotion in which the customer reduces the price based on the original price or presents the reduced cost to the consumer with other products or services after the customer's consumption meets a certain amount.Facts have proved that consumers have become impulsive and tired of many promotional information.They not only question the authenticity of value increasing promotion information,but also think that enterprises try to control their consumption behavior through value increasing promotion.As a result,consumers complain,ask other businesses for similar products or even give up buying.In this process,great changes have taken place in consumer psychology,which leads to promotion failure.This will not only affect consumer experience and follow-up behavior,but also affect business performance.Therefore,it is necessary to study the influence mechanism and boundary of the value increasing promotion from the perspective of consumers.Based on the theory of psychological reactance,this study conducted 4experiments to explore the influence of value increasing promotion on consumers' purchase intention,and to explore the psychological mechanism and boundary conditions behind it: the mediating role of perceived freedom,the moderating role of persuasive knowledge and product category(search good/experience good).Through one pre experiment and three formal experiments,the following conclusions are drawn in this study:(1)In the case of similar prices,compared with the ordinary sales,the individual's intention to purchase products with value Increasing promotion is lower.At the same time,different ways of value Increasing promotion have significant frame effect on individual consumption behavior.(2)Perceived freedom plays a completely intermediary role between value Increasing promotion and purchase intention.(3)Persuasive knowledge level plays a significant role in moderating the relationship between value increasing promotion and perceptual freedom: individualswith strong persuasive knowledge level will have lower perceptual freedom than those with weak persuasive knowledge level,thus reducing the purchase intention of products.(4)Product categories don't play a moderating role in the relationship between the value increasing promotion and the degree of perceived freedom.This study explores the influence of value increasing promotion on consumer behavior in the context of Internet and the psychological characteristics of consumers in the process.It is not only of great theoretical significance to deepen and expand the structure system and applicable boundary of value increasing promotion theory,but also of great theoretical significance to enterprises to effectively adopt online promotion,improve promotion effect and consumers' correct understanding of value increasing promotion motivation,and enhance consumption theory has important research significance.