Research On The Influence Of Post-Purchase Uncertainty Promotion On Consumers’ Repurchase Intention

Promotions are a common tool used by merchants to attract consumers,increase sales of goods,and increase profits.However,while the promotion campaign attracts new customers,it will make consumers who purchased the goods at the original price feel unfair due to the price reduction after purchase,which in turn will cause them to have negative emotions such as disappointment and anger,and eventually lead to a decrease in the willingness to buy again in the original store.In recent years,there have been more and more shopping festivals and promotions,but sales sometimes do not increase but fall,which may be due to the sense of unfairness caused by post-purchase price reductions.Studies have found that uncertainty promotions can help reduce unfairness and increase consumers’willingness to repurchase in post-purchase price reduction scenarios,but there is little discussion on the reasons for the reduction in price inequality.Therefore,this study attempts to explore the internal mechanism of the influence of promotion methods on the perception of price unfairness,and discusses the influence of both on repurchase intentions.Based on this,based on fairness theory and attribution theory,this paper finds that intentional attribution may play a mediating role in the influence of promotion methods on the perception of price unfairness,and finds that product type and price sensitivity may play a moderating role in it through literature combing,and designs two experiments according to the research framework.Experiment 1 examines the relationship between promotion mode,price unfairness and repurchase intention,and the mediating role of deliberate attribution in the relationship between promotion mode and price unfairness,and the results show that compared with determining promotion,the perceived price unfairness of purchased customers will be lower,the willingness to repurchase will be higher,and intentional attribution will play a mediating role between promotion mode and price unfairness.Experiment 2 examines the moderating effect of product type and price sensitivity on the influence of promotion methods on the perception of price unfairness,and the results show that:(1)Compared with hedonistic products,the price unfairness perception generated by the two promotion methods when purchasing functional products is more different.(2)Compared with low-price-sensitive consumers,consumers with high price sensitivity have a greater sense of price unfairness under the two promotion methods,and the difference in willingness to repurchase is also greater.According to the research conclusions,this paper puts forward the following enlightenments:(1)Fully consider the negative impact of price reduction promotion on purchased consumers.(2)Combine different types of products to develop differentiated price reduction promotion plans.(3)Fully consider the consumer group of the product and formulate appropriate promotion plans.In order to provide new ideas and methods for merchants to use uncertain promotions to reduce consumers’ negative emotions caused by post-purchase price reductions,better establish brand image,and create more revenue.