The Effect Of Time Pressure On Impulsive Online Consumption In The Context Of Restrictive Promotion

Many people have experienced time-pressured restrictive promotions,so does time-pressured restrictive promotions have an effect on online impulse consumption behavior tendency in the context of restrictive promotion? Using personal impulsivity as a control variable,this study explored the role of time-pressured in the context of restrictive promotion on online impulse consumption behavior tendency based on the S-O-R(Stimulus,Organism,Response)model and Customer Perceived Value Theory,while uncovering the underlying psychological mechanisms: the mediating role of perceived value,the moderating role of product involvement,and the moderating role of the consumer promotion skepticism.The following main findings were obtained from four experiments in this study.(1)Time pressure in the context of restrictive promotion significantly increases consumers’ online impulsive consumption behavior tendency after controlling for personal impulsivity.(2)Perceived value mediates the effect of time pressure in the context of restrictive promotion on online impulsive consumption behavior tendency preferences,and time pressure increases consumers’ perceived value,which in turn promotes online impulsive consumption behavior tendency.(3)Product involvement moderates the effect of time pressure on perceived value in the context of restrictive promotion(a moderated mediation model).Under time pressure,Compared to products with low product involvement,products with high involvement have a greater impact on perceived value,which in turn promotes more online impulse consumption behavior tendency.(4)Consumer promotion skepticism moderate the effect of time pressure on online impulse consumption behavior tendency preferences in the context of restrictive promotion,with individuals with high to moderate levels of consumer promotion skepticism generating more online impulse consumption behavior tendency under time pressure than individuals with low levels of consumer promotion skepticism.In terms of theory,this study enriches the research on time-pressured in the context of restrictive promotion in the field of consumer psychology;in terms of practice,the above findings can help businesses to develop better promotional programs in order to seek greater profits;for consumers,they can assess their own characteristics and spend more rationally when facing the promotional environment designed by businesses.