A Study On The Impact Of Consumer Perceived Promotion On Planned Impulse Buying Behavior Under Different Price Promotion Methods Online

The explosive development of the mobile internet and the sustained and stable growth of the economy have led to the vigorous development of the e-commerce industry.E-commerce enterprises have launched various online promotions to further stimulate consumer consumption,among which price promotions are the most common.In recent years,the price promotion methods of e-commerce enterprises have become increasingly complex and diverse,and consumers’ doubts and complaints about price promotion activities continue to emerge.Inappropriate price promotion methods in e-commerce enterprises may not achieve ideal promotional effects or even cause consumers to give up participating in promotional activities.E-commerce enterprises need to pay attention to the attitudes and behaviors of consumers under different price promotion methods in order to develop and make profits.Therefore,it is necessary to study the impact mechanism of consumer perception of promotion on planned impulse buying behavior under different online price promotion methods,and understand the following issues:(1)E-commerce enterprises have implemented many different forms of online price promotions.However,with the same discount intensity,will different online price promotions have different impacts on consumers’ perception of promotions?(2)Will consumers’ perception of price promotions under different online price promotion methods affect their planned impulse buying behavior? What kind of impact will it have?(3)Does the mindset of the consumer group have an impact on the promotion mechanism of e-commerce enterprises? What kind of impact will it have?This article is based on the promotional framework effect and adopts the SOR theoretical model.The main research focuses on online price promotion methods,consumer perception promotion,and planned impulse buying behavior.An empirical model is constructed with the moderating variable of the moderate value system to study the impact mechanism of consumer perception promotion on planned impulse buying behavior under different online price promotion methods.This article conducts descriptive statistical analysis,reliability analysis,exploratory factor analysis,confirmatory factor analysis,one-way ANOVA,structural equation modeling analysis,and moderating effect analysis on the collected effective questionnaires,and obtains the following research conclusions:(1)There is a significant difference in the impact of different online price promotion methods on consumers’ perception of promotional benefits,costs,and risks:(1)Direct discount VS direct full reduction VS full reduction after discount(combination promotion)price promotion mode has significant difference on consumers’ perception of promotion benefits;(2)Direct discount VS direct full reduction VS full reduction after discount(combination promotion)price promotion has a significant difference on the impact of consumers’ perceived promotion cost;(3)Direct discount VS direct full reduction VS full reduction after discount(combination promotion)Price promotion has a significant difference on the impact of consumers’ perception of promotion risk.These indicate that consumers experience significantly different promotional benefits,costs,and risks under different online price promotion methods.(2)Consumers’ perception of promotional benefits,costs,and risks significantly affects planned impulse buying behavior:(1)Under different online price promotion methods,consumers’ perceived promotional benefits have a significant positive impact on planned impulse buying behavior;(2)Under different online price promotion methods,consumers’ perceived promotion costs significantly negatively affect planned impulse buying behavior;(3)Under the promotion methods of direct discount and direct full reduction,consumers’ perception of promotional risks significantly negatively affects planned impulse buying behavior;(4)Under the price promotion method of full reduction after discount(combination promotion),consumers’ perception of promotion risk significantly positively affects planned impulse buying behavior.(3)The values of moderation play a moderating role between consumer perception of promotions and planned impulse buying behavior:(1)Under different online price promotion methods,the moderate value will weaken the positive impact of perceived promotional benefits on planned impulse buying behavior;(2)Under the promotion methods of direct discount and direct full reduction,the moderate value will enhance the negative impact of perceived promotional costs on planned impulse buying behavior;(3)Under the price promotion method of full reduction after discount(combination promotion),the influence of the moderate value on perceived promotion costs and planned impulse buying behavior is not significant;(4)Under the promotion methods of direct discount and direct full reduction,the values of moderation will enhance the negative impact of perceived promotional risks on planned impulse buying behavior;(5)Under the price promotion method of full reduction after discount(combination promotion),the moderate value will enhance the positive impact of perceived promotion risk on planned impulse buying behavior.This paper makes an exploratory research on online price promotion methods,which enriches the classification of existing online price promotion methods.The research results of this article enrich the research content of planned impulse buying behavior,providing a theoretical basis and laying a theoretical foundation for future research on the benefits of perceived promotional risks.At the same time,provide reference suggestions for e-commerce enterprises to select and design more effective price promotion methods,which can help promote the development of e-commerce enterprises and product sales.