Research On Promotion Modes Of E-commerce And Impact On Consumers' Purchase Behavior

With the rapid development of e-commerce,the scale of online consumers has been growing and market competition has become even more fierce.In order to occupy the market share,e-commerce platform and companies must make reasonable use of promotion means.In order to design effective promotion activities,it is necessary to clarify the ways in which ecommerce promotions affect consumers' purchase intentions basing on the features of ecommerce.To this end,this thesis uses empirical research methods to study the impact of online promotions on consumer purchase behavior.First of all,the thesis defines related concepts,elaborates the basic theoretical model of consumer's willingness,summarizes factors that influence consumer's impulse purchase intention and the impact path of e-commerce promotion on consumers' purchase intention.Secondly,according to the logic of “accredit promotional activities — perceive product features—create purchase intention”,this thesis constructs an empirical model,discusses the connotation of constructs,designs corresponding measurement items,proposes relevant research hypotheses,and completes the questionnaire based on pre-survey.Then,using the structural equation model and 323 valid questionnaires to verify the hypotheses,the conclusions of the analysis mainly include:(1)The emotional fit of the promotion activities has a significant positive correlation with perceived profit,and the effect is stronger than interest fit,accessibility and usability;(2)The availability of promotional activities has a significant negative correlation with perceived costs,and the effect is stronger than interest fit and emotional fit;(3)The availability of promotional activities has a significant negative correlation with perceived scarcity,and the effect is stronger than interest fit and usability;(4)The effect strength of product features perception on purchase intention from large to small is perceived scarcity,perceived profit,and perceived cost;(5)The e-commerce promotion mode(practical/ hedonic type)has regulation effect in the process of promotional activities affecting purchase intention.Finally,the thesis proposes some suggestions for online promotion strategy design.