Effects Of Psychological Distances On Consumers Purchase Intention

Psychological distance has been a hot topic for more than ten years,it affected every aspect of our lives,including the consumer sector.Willingness to buy can forecast the consuming behavior very well as one of the important predictive factor of behavioral decision.This research explored how psychological distance influence the willingness to buy,mediating effect of perceived value and moderating effect of promotion sales from psychological distance.The different expressions of promotion can result different purchasing behavior.The research confirmed the priming materials according to the relationship between psychological distance and temporal construal theory,and then put forward the relationship among temporal distance,informational distance,perceived value,willingness to buy and promotion ways.The participants of research are mainly undergraduates in school,including two studies and four specific experiments,use t test,variance analysis,stepwise regression analysis and bootstrap to explore the model.The results found that,firstly,gender had no significant effect on willingness to buy.Secondly,temporal distance and informational distance had significant effect on willingness to buy,and the closer the distance,the higher the willingness.Thirdly,perceived value acted as the mediator between temporal distance,informational distance and willingness to buy,and the impact was positive.Fourthly,promotion acted as the moderator,and psychological distance and promotion had significant interactive effects on willingness.When the distance is close,the subjects are more willing to choose gift promotion commodity,otherwise the opposite.Fifth,promotion moderated the first radius and formed a moderated mediating model.But it was false in the informational distance.