The Influence Of Promotion Accessibility On Consumers' Attitude And Purchase Intention

The research on scarcity promotion has proved that the decrease of the accessibility of promotional products(such as limit on product quantity and promotion time)will cause consumers' scarcity demands and affect their purchase decisions.However,it can be seen from the existing promotional activities that the promotion driven by accessibility is no longer limited to the product itself,and the marketing strategies related to the accessibility of the promotion itself have been quietly born,such as group purchase promotion,check-in promotion,payment promotion,lottery,conditional promotion represented by member promotion and so on.This kind of promotion is different from the scarcity promotion induced by product accessibility,which shows that the acquisition of promotion opportunity needs to pay cost or depend on probability.In essence,the accessibility of promotion opportunity is controlled by merchants.Although this kind of promotion has been adopted by many enterprises,the internal mechanism and boundary of its influence on consumers' attitude and purchase intention have not been studied.Based on the new marketing practice and the lack of theoretical research on the accessibility of promotion,this study will explore its impact on consumers' attitude and purchase intention.Based on the accessibility research literature of commodity theory,this study clearly defines the concept of promotion accessibility,and considers that promotion accessibility is the cost(time cost,money cost and spiritual cost)or probability of obtaining promotion opportunities for consumers.Three inter group experiments were conducted to verify the hypothesis.In Experiment 1 and Experiment 2,this paper verify the influence of promotion accessibility induced by its acquisition cost and probability on consumer's promotion attitude,and measure the intermediary effect of perceived promotion scarcity and perceived quality;In Experiment 3,this paper verify the interaction effect of promotion accessibility and promotion accessibility type onconsumers' purchase intention through 2(promotion accessibility: high VS low)× 2(promotion accessibility type: cost type VS opportunity type)inter group experiment The experimental results show that the accessibility of promotion has a negative impact on consumers' attitude towards promotion,and perceived promotion scarcity and perceived quality play a part of the intermediary role in the influence of promotion accessibility on consumers' promotion attitude.However,the influence of promotion accessibility on consumers' purchase intention is regulated by the type of promotion accessibility.When the type is opportunity-oriented,promotion accessibility negatively affects consumers' purchase intention,and when the type is cost-oriented,promotion accessibility positively affects consumers' purchase intention.Therefore,this study reveals the internal mechanism and boundary of the influence of promotion accessibility on consumers' attitude and purchase intention.Different from the previous research on scarcity promotion induced by product accessibility,this study initially clarifies the influence of the accessibility of promotion itself on the purchase process of consumers,thus revealing another way to realize the purpose of promotion without directly transferring the preference.In addition,according to the forms of accessibility,this study divides the accessibility promotion into cost type and opportunity type,which enriches the classification of the existing accessibility promotion strategies and expands the theoretical research of scarcity promotion.This study helps the marketing practitioners understand the essence of all kinds of scarcity promotion more deeply,and at the same time,it enlightens marketing practitioners to consider the specific types of accessibility promotions and design appropriate promotion strategies according to the promotion purpose when using the scarcity promotions induced by the accessibility of promotion itself.