A Study Based On Influence Of Promotion Extension On Consumer's Purchase Intention After Missing A Purchase

Promotion is commonly used as a marketing strategy,which always causes centralized consuming.Many businessmen who want more sales will take the opportunity to extend promotion time or add its number.To consumers who want to buy but miss unfortunately during the promotion period,this action allows them to regain the buying opportunity.However,consumers may promote positive emotion or defensive negative emotion,different emotion will lead to differences in their purchase intention.Therefore,researching the differences between consumers' perceptions and behaviors of promotion extension after missing a purchase can help companies to understand the mechanism in depth.Then,companies will decide whether to adopt and think about how to implement strategies of promotion extension to make these strategies more attractive and achieve better promotion.Based on the literature of promotion and purchase intention,this study uses theories of regulatory-focus?contrual level and regret to conduct research on the actual psychology and response of consumers when they encounter promotion extensions after missing a purchases.First of all,this study combines the consumer's perception and behaviors in this context to make theoretical deductions and proposes the concept of promotion extension.Furthermore,subdividing the concept into two dimensions: prolong promotion time and increase the number of promotion,then,introduces key variables such as delight,perceived deceptiveness and relationship quality which influence the experimental results.Based on the SOR model,this study builds a conceptual model of the effect of missing a purchase on consumer purchase intentions and proposes relevant assumptions.In the new conceptual model,the two dimensions of prolonged promotion?delight?perceived deceptiveness,relationship quality and consumer purchase intention are used as independent variables,mediating variable,adjusting variable and outcome variable respectively.Finally,conduct empirical analysis and draw conclusions.This study designed a scenario simulation experiment to conduct a questionnaire survey.The data obtained is processed by SPSS 20.0 software.Among them,the ANOVA test is performed on the manipulated variables and other variables are tested for reliability,validity and factor analysis.Regression analysis of the relationship between variables is performed and the mediation?regulation are examined.The research results show that the prolonged promotion time and the increase in the number of promotion have a significant negative and positive effect on perceived delight and perceived deceptive respectively.Both delight and perceived deceptive have a significant positive effect on consumer purchase intention.Delight and perceived deceptive have significant mediating effects on the effect of prolonged promotion on purchase intention;The positive regulation of relationship quality on delight is not significant,the negative adjustment effect on deceptive deceptiveness is obvious.In addition,based on the results of the study,the thesis reveals whether sellers could adopt promotion extension strategy or not and suggest how to make it more attractive,then,summarizes the shortcomings and prospects at last.