Research On The Influence Mechanism Of Promotional Restrictions On Consumers' Impulsive Purchase Intention

Statistics show that China's GDP will reach 14.4 trillion U.S.dollars per capita in 2019.With the development of society,residents' shopping concepts have also changed,which has led to increasing consumer impulse shopping behavior.At the same time,merchants carry out extensive promotions.Although the forms of promotions are different,they are all designed to stimulate or even enhance consumers' impulse purchase intentions.Consumers' impulse purchases are happening more and more frequently in the actual shopping scene,implying that they contain huge commercial profits,and major merchants are also using this feature of consumers to improve their sales performance.Therefore,in order to seize more market share in the competition,merchants often stimulate and enhance consumers 'impulse purchase intentions by launching certain degree of restrictive promotional activities,which can improve consumers' impulse purchases to a certain extent.Probability of behavior.Regardless of the promotion practice of actual merchants or theoretical research,restrictive promotion has a significant impact on consumer behavior.Therefore,further analysis of the path of influence of promotion restriction on consumers' impulse purchase intention,Is even more important for merchants' promotion practices.By studying the relationship between promotion restrictions and consumers 'impulse purchase intentions,the mechanism of promotion restrictions and consumers' impulse purchase intentions is elaborated,which can help businesses formulate marketing measures and increase sales profits.At present,the research on the impact mechanism of promotion restrictions on consumers 'impulse purchase intention is not enough.Previous studies have focused more on theoretical research on consumers' impulse purchase intention,and the specific application of promotion restriction types to consumers The research on impulse purchase willingness is still relatively scarce.This research combines the type of promotion restriction and consumer impulse purchase willingness,and introduces the mediating variable of consumer expectations,using brand concept types as moderators.Through empirical research,combining Theoretical analysis,build the research model and research framework of this research,explore the influence path of the type of promotion restriction on consumers' impulse purchase intention,provide reasonable suggestions and guidance for merchants to carry out promotion activities with a certain degree of restriction and improve the promotion effect.The research background,purpose,significance,method and content of the impact of promotional purchase restriction types on consumers' impulse purchase intention in the context of restrictive promotion by merchants are expounded,and a review is summarized in conjunction with relevant literature.Based on this,the research framework of this paper is formed,and the technical route of this research is further clarified.At the same time,combining the theoretical knowledge of consumer expectations,introducing the mediating variables of consumer expectations(expected surprise vs expected regret),and the use of brand concept types as moderators,the promotion purchase restriction type(limited time promotion vs limited promotion)and consumption Research model of impulse purchase intentions.Finally,based on the survey data on the types of promotional restrictions,using data analysis methods to conduct empirical analysis and verify hypotheses,and then to draw more scientific research conclusions,and explore the different degrees of different consumer purchase restrictions on consumer expectations The impact of different expectations of consumers on consumers 'impulse purchase intentions;the mediating role of consumer expectations and the moderating effect of brand concept types.By exploring the influence mechanism of promotion restrictions on consumers' impulse purchase intention,it can guide the specific marketing practices of merchants to a certain extent.