| From 2013 to 2020,China has become the world’s largest online retail market for eight consecutive years.It is online shopping platforms and businesses that continue to innovate sales means to continuously attract consumers to buy,so as to achieve the goal of increasing sales year by year.Among these sales means,publishing sales information is the most common practice of platforms and businesses.For example,in the shopping platform interface or business interface,you can see the information including "how many pieces are limited today","how many pieces have been sold","limited edition","best-selling edition" and so on.For consumers,these information are different clues and imply different hints.Platforms and businesses improve consumers’ purchase intention by publishing these suggestive information.Specifically,these suggestive information can be divided into scarcity clues and popularity clues.Scarcity clues are information that remind customers of the limited number of products,such as "how many pieces are sold at this price","how many pieces are available today","limited edition",etc.this information can have a positive impact on consumers’ perceived value and purchase decisions.Popularity clues are defined as the relative frequency of consumers choosing products or suppliers,such as "75% of consumers have purchased this product","three people are currently observing this product","best seller",etc.these hints can describe the popularity of products or suppliers,thus affecting consumers’ purchase decisions.Through combing the literature,it is found that these two kinds of clues have a positive impact on the improvement of consumers’ purchase intention,but it is unclear which clue has a stronger impact on consumers’ purchase intention,because most scholars only studied one of them in the past,and few people compared the two,explore which clues have a stronger impact on consumers’ purchase intention.And for platforms and businesses,only after understanding the impact of these two clues on consumers’ purchase intention can they publish sales information and formulate sales plans in a more reasonable way.Therefore,in the context of online shopping,this paper studies the relationship between scarcity clues / popularity clues and consumers’ purchase intention,and discusses which clues have a stronger impact on consumers’ purchase intention.Furthermore,because consumers can’t directly contact the products and have limited information,consumers are prone to regret.Most previous studies equate expected regret with expected action regret,thus ignoring the role of expected inaction regret.Therefore,this paper includes expected inaction regret in the study,To explore its mediating role between scarcity cues / popularity cues and purchase intention.At the same time,the variable of self construction is introduced to explore its regulatory effect.Therefore,this paper constructs a theoretical relationship model based on "scarcity cues / popularity cues-expected inaction regret-purchase intention" in the context of online shopping,and systematically studies the relationship between scarcity cues / popularity cues,expected inaction regret,self construction and purchase intention.By recruiting 304 subjects for grouping experiment,the research results are as follows:(1)compared with scarcity clues,popularity clues can better promote consumers’ purchase intention.(2)Anticipatory inaction regret plays a partial mediating effect between scarcity cues / popularity cues and purchase intention.(3)Compared with dependent self construction,when consumers are independent self construction,scarcity cues have a stronger positive impact on expected inaction regret.(4)Compared with independent self construction,when consumers are dependent self construction,popularity cues have a stronger positive impact on expected inaction regret.It is expected that this study will be of great significance to enrich the research of online promotion clues and enlighten merchants to formulate reasonable sales information. |
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