The Research On The Sequence Effects Of Product Information And Price Promotion On Consumer's Purchase Intention

Price strategy is one of the most important parts of marketing strategies and competitive strategies.With the intensification of market competition,enterprises have greatly increased the inputs of marketing activities,especially the inputs of price promotions.However,due to lack of the guide of sufficient theories and practical experience,a lot of promotional activities were designed improperly so that could not play a role in attracting consumers and increasing the sales of products,but created some negative effects.In this context,based on the related researches of price promotion,internal reference price theories and perceived quality theories,our study combines with the actual marketing issues,and then puts forward the question that the sequence-dependent effects of product information and price promotion on consumer's purchase intention.That is,between “product information encountered before price promotion” and “product information encountered after price promotion”,which one can improve the consumer's purchase intention? According to the research question,our study adopts the 2×2 two-factor experiment design,and finally completes the empirical research under products of different price,whether consumer's purchase intention is influenced differently by “product information presented before price promotion” or “product information presented after price promotion” and how does the difference emerge.The results show as the following: First,changing the sequence in which product information and price promotion are encountered has an influence on consumer's purchasing intention.Specifically,compared to “product information encountered after price promotion”,“product information encountered before price promotion” can improve the consumer's purchase intention.Second,for products of high price,the sequence in which product information and price promotion is encountered influence consumer's purchasing intention through the perceived quality.That is,the perceived quality plays a mediating role in the relationship between the sequence in which product information and price promotion are encountered and consumer's purchase intention.Third,for products of low price,the sequence in which product information and price promotion are encountered influence consumer's purchasing intention through the internal reference price.That is,the internal reference price plays a mediating role in the relationship between the sequence in which product information and price promotion are encountered and consumer's purchase intention.Our study creates the unique order dimension of price promotion,the sequence of product information and price promotion,and also studies the sequence effects of product information and price promotion on consumer's purchase intention and the internal mechanism.These are main highlights of innovation in this study and have important theoretical significance.The results of this study will provide a reference for the enterprises to arrange the timing of price promotion.