Reseach On The Influence Of Time-limited And Limited Promotion Methods On Consumers' Purchase Intention

The continuous deepening of marketing research and the rapid rise of ecommerce market,as an important part of enterprise marketing strategy,promote with on has not only become a useful prescription for enterprises to use repeatedly,but also occupies an important position in the resource allocation of enterprises,and the research on promotional methods is becoming a hot issue gradually.The most obvious effect of the promotion is to transmit the information,can stimulate the consumer's psychological feeling in a short time,stimulate the consumer buying behavior.Diversification of promotions,the most common is the price discount.In order to be more attractive to consumers,businesses will be on the basis of price discounts,plus a certain limit-time limit or quantity limit.In the case of time limit or quantity limit,shorten the time of consumer's consideration,increase the stimulation of consumer's senses,and accelerate the consumer's purchasing decision.But how to choose the time limit,quantity limit,and whether there is difference between the two,the product category can become the influence factors of the choice,all of this paper need to verify.In the past,from the promotional point of view to study the relationship between sales and consumers,more focused on how to stimulate consumer buying behavior,to increase the amount of purchase,but really concerned about consumers from the promotion process to gain benefits,and a variety of different psychological feelings are very few,Therefore,this research puts forward a hypothesis that:Limited time and limited promotion methods can stimulate consumers' perceived value.As the degree of product involvement plays a role in this,hypothesis 2 is proposed:product involvement plays a regulatory role in the relationship between limited time,limited promotional methods and perceived value.The purpose of this study is to clarify the consumer's recognition of the promotion method under the limited time and limited promotion mode and the knowledge of the value that can be obtained by itself,so as to determine whether the promotion method is appropriate.Therefore,hypothesis 3 is proposed:In the case of high degree of product involvement,limited-time promotions are more likely to cause consumer perceived value than limited-time promotions;in the case of low product involvement,limited-edition promotions are more likely to generate consumer perceived value than time-limited promotions.And hypothesis 4,perceived value is proportional to purchase intention.After the data analysis of the experiment,the final verification of the above assumptions are established,and proposed that when businesses want to engage in promotional activities,products with high product involvement should adopt limited-time promotions;products with low product involvement should adopt limited-edition promotions.The suggestion is that it is of great significance to how competitive companies can make rationalized promotions based on their own advantages and circumstances.Based on the research results of domestic and foreign scholars,this paper,through experimental method,studies and verifies the influence of promotion method(limited time,limited amount)on perceived value and consumer purchase intention under the regulation of product involvement degree.Scientifically identifying the three relationships,enrich the theoretical system of sales promotion and purchase intention,offer suggestions for the promotion of the enterprises,optimize the way of promotion,increase the sales of enterprises,enhance the competitiveness of enterprises,promote the economic development of enterprises,and enrich the theoretical reference for the influence of promotional methods(limited time,limited amount)and purchase intention.