Research On The Influence Of E-commerce Promotion Factors On Consumers' Purchase Intention Considering Product Involvement

In the increasingly competitive e-commerce market,various promotions are important tools for companies to attract consumers.With the maturity of consumers in the e-commerce environment,in order to improve the effectiveness of promotions,e-commerce companies need to grasp the influencing mechanism of promotion factors such as price discount and limited-time discount on consumers' purchase intention.Therefore,empirical research method is used to explore the influence of main promotion factors on consumers' purchase intention in the e-commerce environment.First of all,the main theoretical models of consumer behavior research are elaborated,and the main related concepts of e-commerce promotion,perceived value,product involvement and purchase intention are defined.The relevant research literature on the influencing factors of consumers' purchase intention in the e-commerce environment are sorted out from the following three aspects including incentive tool,effective time and time limit,and the research question is clarified.Secondly,based on the S-O-R theory and existing research results,the research model is constructed and the research hypotheses are put forward on the basis of in-depth analysis of the main promotion factors that affect consumers' purchase intention.The measurement items of the model variables are designed with reference to previous studies,and are adjusted based on the pre-test data analysis results to improve the measurement scale and form a formal survey questionnaire.Then,descriptive statistical analysis,reliability test and validity test are carried out on the collected 636 valid questionnaire data.On this basis,the empirical analysis of the data is carried out by using structural equation modeling.The main conclusions are as follows:(1)Consumers' purchase intention is generated under the combined effect of the positive effect of perceived benefit and the negative effect of perceived risk,and the influence of perceived benefit is greater.(2)Perceived benefit is affected by multiple marketing factors.Price promotion,gift promotion,instant promotion and delayed promotion all positively influence perceived benefit.(3)Perceived risk is affected by multiple marketing factors.Price promotion and instant promotion negatively affect perceived risk,and time limit positively affects perceived risk.(4)Product involvement regulates part of influencing paths of e-commerce promotion factors on perceived value,including not only the path of gift promotion influencing perceived benefit,but also the path of time limit influencing perceived risk.On the basis of empirical results,relevant management suggestions for e-commerce companies are proposed to formulate promotion strategies.When designing promotions,e-commerce companies should innovate promotion forms,set reasonable time limit,and improve the availability of discounts.During promotion they should also provide value-added goods,enhance the entertainment of promotion activities,and implement personalized promotion.