The Impact Of Probabilisticprice Promotion On Consumers’ Purchase Intention

With the rapid development of economy and the continuous change of economic model,the original promotion model has been unable to meet the needs of enterprise marketing.At this time,probability price promotion came into being.Probability price promotion is a kind of promotion that consumers have a certain probability to get the chance to buy goods or services at a lower priceThis paper study the promotion of uncertain prices by comparing the promotion of deterministic prices,focusing on the mechanism of probabilistic promotion affecting consumers’ purchasing willingness.At the same time,probabilistic promotion is analyzed from the perspective of product type,product price and probability.The results reveal how consumers make decisions on probabilistic promotion,which expands the scope of probabilistic promotion research and extends the existing research theories.At the same time,this paper will carry on the empirical research,through the analysis of the experimental data of probabilistic promotion,summarizes the cohesive effect of customer perceived value between consumer purchase intention and probabilistic promotion.This also extends the means of empirical research to a certain extent,and increases the research results of probabilistic promotion.Through theoretical and empirical research,the following conclusions can be drawn:Firstly,when the product type,product price and promotion probability are changeless,probabilistic promotion can effectively improve consumers’ purchase intention.Secondly,when the product price and promotion probability are the same,price promotion is more likely to arouse consumers’ purchase intention than probabilistic promotion;for enjoyable services or products,probabilistic promotion is more likely to arouse consumers’ purchase intention than price promotion.Thirdly,when the product type and promotion probability are the same,deterministic price promotion can arouse consumers’ purchase intention more than probabilistic promotion;for high-priced services or products,probabilistic promotion can arouse consumers’ purchase intention more than deterministic price promotion.Fourthly,when the product type and price are the same,probabilistic promotion can arouse consumers’ purchase intention more than price promotion.When the probability of probabilistic promotion is high,price promotion can arouse consumers’ purchase intention more than probabilistic promotion.The research of this paper is a useful supplement to the theory of probability promotion,which provides a direction for the follow-up theoretical research and a feasible business marketing model for the business in practice.To sum up,it can be seen that probability price promotion and price promotion have no absolute advantages and disadvantages,but have their own advantages in different situations.Through the research of this paper,we hope that businesses can adopt different price promotion methods according to different situations to improve the marketing effect.The marketing suggestions in this paper are mainly aimed at the situation of probability price promotion.