Impacts Of Psychological Distance-based On Online Purchasing Behaviors Under Different Involvement

With the development of the electronic commerce,more and more e-commerce platform began to organize online promotion activities in different festivals.The"Double 11" promotion is one of the emerging online promotion activities in Chinarecently and is also the most successfully activity,which has become a new force in the traditional retail industry can not be ignored.But large online promotion activities are totally different from the traditional online marketing activities.On the one hand,online shopping environment changes dynamically with high risk and complexity,make it more difficult for enterprises to obtain customer' loyalty in traditional marketing.On the one hand,the convenience,interactivity and flexibility of e-marketing pattern are conducive to establishing a more favorable interaction between enterprises and consumers.More recently,impulse purchases in online environments have been attracted by researchers and multiple factors(e.g.affective vs.reactive factors,dispositional vs.situational Factors)that influenced online impulse buying were examined.It is precisely because of the huge differences in the network environment,the study of consumer online shopping decision-making behavior in the new situation for businesses and scholars is of more important theoretical and practical significance.The purchase decision of e-commerce consumers has been receiving increasing attention from researchers.But most of the research ideas focus on the perception of network sales channels,website and product features and consumer characteristics and comments,etc.Few scholars pay attention to the view of psychological point.Via consumer surveys after the "Double 11" promotion,we studied consumers'consumption behavior and its influencing factors(temporal distance,social distance,product class involvement and purchase-decision involvement)based on the CLT and involvement theory with logistic regression modeling and OLS regression.The results show that the effect of temporal distance on purchasing decisions is increasing in high-involvement products and decreasing in low-involvement products,while social distance has a negative impact on purchasing decisions in both high and low-involvement products.Meanwhile,consumers' purchase-decision involvement is reinforced by temporal distance,while is no relevant to social distance.Specifically,when consumers are temporally distant from knowing the promotion issues,their purchase-decision involvement tends to be higher and cost more in online promotion.The research results have expanded the application of the construal level theory in the field of social marketing,which is conducive to the e-commerce platform and businessmen to carry out network marketing activities to maximize the benefits.