The Study Of The Relationship In Mental Budget,Purchasing Behavior And Promotion In The Network Shopping

In the information age, Internet plays an important role in people's life and work .Shopping online with PC and mobile has become one of the most favored,most important, most direct, and most efficient way of shopping, and the sales online has gained considerable growth in recent years. At the same time, the varied online shopping forms, especially promotion activities make consumers prone to make unplanned purchasing decisions. More and more researches begin to pay attention to the consumer behavior in online shopping, and the psychological process of consumers' purchasing decision and the influence factors of the final decision. Many researchers pointed out that psychological measurement and value estimation are important criteria for consumers to buy goods. Under the online shopping environment, consumers have different psychological budget accounts to allocate budget, in order to control the cost and to allocate amount to different items. However, previous studies have focused more on the formation and influence factors of unplanned purchasing,and less on the change of psychological budget in consumer decision-making process and the influence of external promotion on decision making.This paper studied the consumers' decision-making process and purchasing behavior in online shopping, from the consumer decision making dimension of psychological budget and the expenses dimension of commodity price changing and expenditure changing caused by promotion.Based on related studies at home and abroad,this study did empiricial research on how promotion banlance brought by "11.11" promotional Carnival influence consumer psychological budget,and further influence the actual expense.First,the author analyzed the ratio and expenditure of unplanned consumption in online shopping, proved the existence of in-store slack in network promotion activities. Secondly,the researcher divided the consumer shopping bahavior into two stages, and it is proven that before the depletion of in-store slack,the absolute and relative monetary balances resulting from online promotion have different impact on planned purchase; and after the depletion of in-store slack,the absolute and relative monetary balances resulting from online promotion have different influence on unplanned purchase. Finally,this paper made the conclusion and put forward related suggestions based on the research.