The Research On The Influence Of Purchase Promotion Restrictions On Consumers' Impulse Purchase

With the development of economy,the concept of consumers has changed a lot.The position of buyers and sellers has also changed significantly,which means that the market status changed from the original seller's market to the buyer's market.Businesses must sting consumer into purchasing their products by all means.The impulse purchase,which affected by factors such as merchandise factors,disposable income,marketing environment and promotional factors,is ubiquitous in consumers' daily life.Using promotional activities to stimulate consumers to generate impulse purchases is one of the main means for merchants to increase sales.In many promotional activities before,the most commonly used by merchants is the low-price strategy,but price promotions that are too frequent and time-consuming can reduce product prices and damage product image.It is visible that general price discounts can no longer serve the purpose of stimulating consumers.Studies have shown that promotions with a certain limited purchase will play a positive promotion effect.Currently,promotional purchase restriction,including time restriction and quantity restriction,has been widely used by businesses,which can induce consumers to reduce their search intentions,accelerate consumer purchases,and increase consumers' impulsive purchases.Therefore,it is of great significance to study the impact mechanism of consumer impulse purchases in the limit of promotional purchases.In order to study how promotional restrictions on purchases affect impulse buying by consumers,this article starts from the psychological feelings that consumers fear to miss promotional opportunities.According to "S-O-R model",this article combines the logical relationships between variables and builds a conceptual model of how promotional purchase restrictions affecting consumer impulse purchase,with introducing anticipated inaction regret as an intermediary variable and promotion attractiveness as aregulatory variable,and verifying their impact on impulse purchases in the condition of promotional purchase restrictions.This study finalize the proposed hypothesis with using 2K inter-group experiment,Simulating 2 experimental scenes,obtaining relevant data of psychological response of the subjects,operational tests,reliability tests,validity tests,regulatory effects,and mediating effect test methods,etc.Concluded as follows:1,Promotional purchase restrictions have a significant positive effect on consumer impulse purchases,and the quantity limit can stimulate consumers' willingness to purchase more than the time limit.2,In the process of the impact of promotional purchase restrictions on impulsive purchases of consumers,the mediating effects of anticipated inaction regrets are significant.3,Promotional attraction plays a certain role in regulating the impact of promotion restrictions on the impulse purchase of consumers.When the consumer is in a situation with a large number of promotional attraction,the quantitative limit can comparatively stimulate the consumer to generate impulse purchases,while time constraints can comparatively stimulate consumers to generate impulse purchases when consumers are in a situation where promotion is less attractive.The article not only enriches the research on the purchase of impulse purchases by impulsive purchases,but also helps businesses to grasp the consumer's reaction to various types of promotional restrictions on purchases,and has important implications for businesses to implement effective marketing strategies.