The Impact Of Promotion Framework,Product Types And Cognitive Processing Methods On Purchase Intention Of College Students In Online Shopping

As the Internet has become more closely related to people’s lives,people’s shopping methods have gradually changed from traditional physical store purchases to online shopping.Especially for college students,online shopping has become the main form of daily shopping for college students.Therefore,the research on the purchase intention of college students in online shopping has attracted the wide attention of researchers.Among the field of marketing research,many researchers believe that many external factors such as commodity types,promotional frameworks,scarcity promotions,commodities,website security and group promotion will have an impact on purchasing will;Based on the perspective of consumer psychology,some researchers believe that internal factors such as college students,risk perception,and personal character will have an impact on purchasing will.Previous studies on this aspect have mainly focused on the impact of a single factor on purchase intention.However,in the actual online shopping process,consumers are faced with various factors,such as internal and external factors.Based on the deficiencies of previous research,this research is based on cognitive self-experience theory and frame effect theory.It explores the promotion framework,product type,time scarcity,and individual cognition in online shopping through three predictive tests and two formal tests—the influence of processing methods on purchase intention.The primary purpose of the three prediction tests is to select appropriate experimental materials and reference prices,and discount depths of commodities.The prediction test uses a questionnaire survey to select 36 commodities and their corresponding prices and discount levels.Study one is to explore the impact of commodity types,promotion frameworks,and time scarcity on college students’ online shopping purchase intentions;through 2(commodity types: utility products,hedonic products)× 2(time scarcity: high pressure,low pressure)× 2(promotions)Framework: three-factor mixed experiment of money and non-money)to explore.According to the results of Study 1,the second study included the variable of cognitive processing mode after excluding the time scarcity variable.The purpose is to explore the impact of cognitive processing methods,promotion frameworks,and product types on college students’ online shopping purchase intentions;also through a 2(commodity types: utility products,hedonic products)× 2(cognitive processing methods: rationality,experience)×2(promotional framework: money,non-money)three-factor mixed experiment to explore.The following conclusions were obtained through two studies:(1)College students are more inclined to purchase practical products in the process of online shopping.(2)When college students buy practical products during online shopping,they are more willing to buy in the face of the financial promotion framework.(3)In the framework of monetary promotion,college students with rational cognitive processing methods are more willing to buy practical products in online shopping.(4)In the framework of non-financial promotion,college students with experience-based cognitive processing methods are more willing to buy practical products or pleasure products in online shopping.