The Impact Of Out-Expected Promotion On Consumers' Repurchase Intention-the Online Situation

The traditional promotion is to promote the consumer's current purchase intention and behavior through various measures(such as price discount,lottery,quota reduction promotion,quota gifts promotion,etc.).Consumers have known these promotion before they make purchase decision.However,in real marketing activities,retailers would provide some unexpected rewards for consumers who have finished the process of purchasing goods or service.To consumers these measures are out of their original purchasing expectation as a surprise.This type of promotion is awarded as a surprise after consumer purchase and is thus called an out-expected promotion.This paper works on the impact of out-expected promotion on consumer's purchasing intention,based on the study of previous research on promotional tools and effects.This paper studies online consumers' assessment when they receive two different types of out-expected promotions,product upgrades and gifts.This investigation further analyzes changes in consumer satisfaction when they have received an out-expected promotion in a previous purchase but do not receive it again in a later purchase.And it establishes the influence model of consumer's purchasing intention combining consumer's trust propensity and disconfirmation sensitivity.The empirical results indicate that retailers' out-expected promotion enhance consumer satisfaction and repurchase intention and that the effect of a product upgrade is better than the effect of a gift.Notably,consumer satisfaction is significantly reduced when consumers receive an out-expected promotion as part of a previous purchase but do not receive it again in a later purchase.The research shows that the out-expected promotion is an effective promotion tool,and it can improve consumer's purchasing experience.In order to avoid the negative impact brought by out-expected promotion finishing,retailers must use other means of marketing to minimize the gap consumers feel and to mitigate dissatisfaction,thus making the out-expected promotion have a more lasting impact.