Research On The Influence Of Restricted Promotions On Customers' Online Shopping

In this era of information developed,although the market more and more types of products,but companies want consumers from the product or service to get satisfaction and scarcity is more and more difficult.On the one hand because of the information developed,consumers can easily understand the new products or services;the other is due to the rapid economic development,consumer material quality of life has been greatly improved.In this case,consumers are increasingly difficult to be attracted by products or services,all kinds of enterprises are through different promotional activities to arouse the interest of consumers,followed by some of the restrictive promotions are more and more Enterprise attention.So,different restrictions on different strategies will limit the intensity of customer online shopping behavior will have what effect? Most of the existing literatures are concerned with the impact of promotional strategies on perceived value of customers,and the relatively limited number of online restrictive promotions in recent years are relatively few.In this study,the required data were collected by questionnaire,and the data collected were analyzed by variance analysis,correlation analysis and linear regression analysis using statistical software IBM SPSS20.0.Based on the SOR process model,this paper first explores the impact of different restriction strategies and different restrictions on the behavior of customer online shopping in network restrictive promotion.Secondly,it explores the relationship between product type and restrictive promotion.Based on the combination of quantitative analysis and qualitative analysis,The effect of customer perceived value on the influence of restrictive promotion on customer's online shopping behavior is explored.The following conclusions: 1,different time(quantity)limit efforts,the customer online shopping behavior is different,when the time(quantity)limit the greater the intensity,the greater the possibility of customer online shopping behavior;When the impact of customer online shopping behavior,the product type plays a certain regulatory role,and when the product can be evaluated more high(VS.lower),the more able to promote the impact of limited time on the impact of online shopping behavior;,When the product type plays a certain regulatory role,and when the product can be assessed higher(VS.lower),the limited time promotion than the limited sales can promote the customer's online shopping behavior;3,perceived value in the limited intensity and limited efforts The impact of customer online shopping behavior is completely mediated.The article not only enriched the impact of restrictive promotions on the impact of customer online shopping behavior,but also help companies to grasp the consumer response to various types of promotional restrictions and the reasons for the business marketers how to develop more effective restrictive promotions Strategy has important inspiration.