Examining The Effects Of Multi-Cues On Consumers' Purchase Intention

With the convenience of online shopping,the research on the influence of single cue on consumer purchase intention in the field of Internet marketing is becoming more and more limited.In the real online shopping environment,the abundant information cues make the consumer's purchase decisions usually result from the interaction of multiple cues.Based on existing cue theory,in order to verify the interactive influence of multiple cues on consumer purchase intention and its mediating mechanism in online shopping environment,brand familiarity,online reviews,this study selected three common cues in online shopping:online promotion,and designed two complementary experiments based on real online shopping websites,which implement 2(Online promotion:price vs.non-price)X 2(Brand familiarity:high vs.low)X 2(Online reviews:high vs.low)between-subjects design and 2(Online promotion:price vs.non-price)X 2(Brand familiarity:high vs.low)between-subjects design respectively.The conclusions are as follows:1.There is interaction between the type of online promotion and brand familiarity.In the process of purchase decision,the price promotion of high brand familiarity products can lead to more consumers' purchase intention,and the non-price promotion of low brand familiarity products can lead to more consumers' purchase intention.2.There is interaction between online promotion types and online reviews.In the process of purchase decision,the price promotion of products with high level of online reviews can lead to more consumers'purchase intention,and the non-price promotion of low level of online reviews can lead to more consumers' purchase intention.3.When consumers face multiple cues in online shopping environment,they use dual-system information processing mechanism to process information.When dealing with familiar brand,they start the emotional processing system and when facing unfamiliar brand,they start the cognitive processing system.Furthermore,at the end of this thesis,some managerial suggestions are also made for the operators of online promotion to develop a good online promotion effect.