The Influence Of Price Discount Presentation On Consumers’ Purchase Intentions

As the rapid development of the Internet,online shopping has become more and more people’s preferred way of shopping.In the online shopping,consumers access to a variety of promotional information,such as buying one get one,the original price of 99 yuan price 50 yuan,70% and so on.Price discount promotions are the most popular means of business promotions and price discounts on the behavior of consumers is also an important impact.Based on the frame effect,mental account and adjustment-oriented theory,this paper explores the influence boundary and mechanism of price discount presentation to consumer purchase intention by empirical research method.The current research on the impact of price discounts is mainly focused on product price,price discount rate,industry characteristics and consumer characteristics(cognitive needs,information processing motivation and adjustment-oriented characteristics),consumer self-construction and its mechanism of action Relative lack of.This paper first introduces and summarizes the concepts of price discount presentation,self-construction and perceived value,and summarizes the research of price discount presentation system including influencing factors and influencing results.Secondly,the theoretical basis of this paper is elaborated.Hypothesis Derivation,Constructing the Theoretical Framework of Text.In the empirical stage,two experiments are conducted to explore the impact of price discount presentation on consumer purchase intention.The results show that:(1)for low-priced products,the price discount form of the form of the percentage of the amount of form than the form can have a higher perceived value;(2)for low-priced products,price discounts in the form of a percentage of the amount of form than the intention to buy higher;(3)perceived value has a positive effect on the purchase intention,that is,the perceived value plays an intermediary role in the impact of the price discount presentation mode on the purchase intention;(4)self-construction in the price discount presentation on the perceived value and purchase intention In the regulation of the role.Finally,the research results are summarized,the price discount presentation of the way to complement,and the marketing strategy of enterprises to make effective recommendations.At the same time,the shortcomings of the study and future research are discussed.