Impact Exploration From Supur Market's False Promotion On Consumer Emotions And Purchase Intention

Different from consumer promotion and trade promotion from manufacturers, retail promotion means retailers initiate various kinds of short-term activities to attract consumers and promote sales. Nowadays, although more and more media reports about false promotion attract our eyes and also some theoretical essays about it appear, there still lack empirical research about false promotion as well as its definite impact on consumer behaviors. Therefore, this research focuses on super market's false promotion activities and their influence on consumer emotion and purchase intention.This paper divides samples into three groups, and for each group consumers are faced with one particular kind of false promotion activity and asked to scale or score their emotion and purchase intention after the stimulus. Compared this result with their previous score, we can simply reckon the impact from the particular false promotion activity on consumer emotions and purchase intention. Also by comparing the data among these three groups, we can know the difference as well as the similarity of impact from these three kinds of false promotion activities.With questionnaire investigation and data analysis, this paper gets several conclusions as following:(1) False promotion activities can weaken consumers' positive emotions and strengthen their negative emotions about the involved super market and the involved product. Compare the three groups, we find false price incident has least impact on consumers' positive emotions about the involved super market while false gift incident has strongest impact on consumers' emotions about the involved product.(2) False promotion activities can obviously weaken consumers' purchase intention. Comparing those three groups, false gift incident has strongest impact on consumers' purchase intention to the involved product in the involved super market while false price incident has least impact on consumers' purchase intention to other products in the involved super market.(3) Consumers' purchase intention is related with the following factors: positively related with consumers' positive emotions to the involved super market and the involved product while negatively related with consumers' negative emotions to the involved super market and the involved product; no relation with consumers' previous emotions and purchase intention to the involved market and product.(4) Consumers' gender difference has no influence on the change of emotions and purchase intention while consumers in different age only have different feedback in the group with false price incident.