The Influence Of Time Limit And Business Reputation On Consumer's Purchase Intention In Different Online Promotional Situations

In recent years,with the rapid development of Alibaba,online shopping has become one of the most important ways of consumption.However,at present,the onlineshopping environment is mixed and chaotic.In order to attack the sales volume,businesses have various promotional activities.Juhuasuan,"double 11" and Amoy rush to buy and so on,the sales promotion includes discount,full reduction,full gift and so on.Businesses take various promotions to attract customers,but the promotion is only a temporary and transient activity,if too many promotional activities,or promotional activities can not match with the characteristics of the goods,consumers may have doubts about the business motivation or product quality,thereby affecting the purchase intention.Starting from the actual phenomenon of garment enterprises,this paper expounds the background of this research,and puts forward the research argument based on the increasingly fierce competition of online clothing businesses and various modes of complex promotional activities.It also expounds the current research status at home and abroad,the purpose,significance and methods of this study.Secondly,through extensive reading of related literature at home and abroad,restrictions on the purchase of consumer psychology theory,model consistency and psychological inference theory and related theory will buy review,research and review of the literature,the establishment of a research foundation,the research object and the main research contents.In the third chapter and the fourth chapter,based on the existing literature,found that the promotion time limit will affect the consumer purchase intention,and consumer perceptions of business reputation as an intermediary of the effect,promotional discount and different types of clothing will adjust the promotion time limit the impact on the company's reputation,build buy promotion limit-purchase intention model of opportunistic businesses.By combing the logic of the model,six research hypotheses are put forward.Combined with the characteristics of clothing businesses,we choose research objects,time constraints,promotional discount rates and clothing categories,and design experiment scenario and consumer purchase intention scale.Finally,based on the evaluation scale,the data of 400 questionnaires recovered were analyzed by one-way ANOVA,two factor analysis of variance,correlation analysis and regression analysis.Finally,the following main conclusions are drawn:(1)the promotion in the case of large amplitude,long time limit will enable consumers to have a negative view of business reputation,because consumers in the subconscious,promotion greatly when promotion time should be short,otherwise they will have doubts about the quality of the goods and then cast doubt on the business promotion motivation,reduce the purchase intention.(2)in the promotional rate is smaller,shorter time limit will enable consumers to have a negative view of business reputation,because consumers in the subconscious,promotion is smaller,the promotion time should be longer,otherwise they will be suspicious of business promotion motivation,that businesses may be in order to attract them into the shop or that must be taken in order to compete with their peers,and not the real promotion,so will cast doubt on the business reputation,reduce the purchase intention.(3)for the image of a garment,time limit more easily so that consumers have a negative view of business reputation,because the image of a garment as a consumer consciousness of self,the pursuit of personalized clothing,if businesses are using long time promotions,consumers will think there will be more people to buy the clothes,the uniqueness of this garment is greatly reduced the characteristics of the information,and symbolic clothing is not the same,so consumers will have a negative view of business reputation,thereby affecting the purchase intention.(4)the function of clothing,the discount rate is more likely to have a negative view of the consumer business reputation,because the function of clothing as functional products,consumers buy such clothing is often in order to satisfy their own fitness,running,climbing and other functional requirements,the quality of clothing products.If the functional clothing merchants use larger promotional discounts,consumers may be skeptical about product quality,and then have negative views on business reputation,which will affect purchase intention.(5)the mediating effect of business reputation through regression analysis can be concluded in all kinds of promotional situation,business reputation of promotion is limited to the intermediary role influence on purchase intention,online promotion and discount business reputation through the purchase restrictions on consumer purchase intention influence.The results of this study to explore the different promotion situation under the purchase restrictions,discount to business reputation and purchase intention influence mechanism,enrich the theory of purchase restrictions,also provide a scientific basis for enterprises to develop marketing strategies in the day after.