Cry Out Against Unfairness:The Influence Of Exclusive Promotion On Consumer's Negative Word-of-mouth Communication Intention

Exclusive promotion refers to the company's provision of specific promotional offers to selected customers(i.e.deal recipients),rather than to other customers(i.e deal non-recipients),which includes higher deal exclusivity.Although exclusive promotion is becoming more and more common in our life,people still know little about the response of non-recipients.With all kinds of websites actively spreading promotional information to consumers,consumers are more aware of this kind of promotional strategy than ever before.Enterprises must pay more attention to the possible negative reactions of non-recipients.Research shows that economic stimulus can not only affect consumers' purchase behavior,but also affect word-of-mouth communication.Therefore,on the basis of previous studies,this research explores the impact of deal exclusivity on the intention of negative word-of-mouth communication from the perspective of non-recipientsTwo experiments were carried out in this study.In the first experiment,we found that deal exclusivity(exclusive vs.inclusive)has a significant positive impact on negative word-of-mouth communication intention,and the unfairness price perception is the internal mechanism.Exclusive promotion will lead to the unfair perception of non-recipients,which will lead to a stronger intention to spread negative word-of-mouth.Experiment two verifies the conclusion of experiment one,ensures the robustness of the conclusion,and tests the influence of customer loyalty(loyal vs.non-loyal)as a potential regulatory variable on the relationship between deal exclusivity and unfairness price perception.We find that the unfairness price perception is particularly strong for consumers with high levels of customer loyalty.Through quantitative research,this study proves that deal exclusivity will affect consumers negative word-of-mouth communication intention,and puts forward some practical suggestions for enterprises to develop promotion strategies,word-of-mouth marketing and customer relationship management.