TITLE:
The Effect of Different Price Promotion Ways on Consumers’ Purchasing Intention
AUTHORS:
Yong Zhang, Jiayue Deng, Yuxin Xu
KEYWORDS:
Price Promotion, Perceived Promotional Benefit, Perceived Promotional Risk, Purchase Intention
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.7 No.10,
October
26,
2017
ABSTRACT: Price promotion, as one of
the most popular promotions on the Internet, has a certain influence on
consumers’ purchasing intention. It is great significance to explore the
relationship and related factors between price promotion and consumers’
purchasing intention.The
study explores the impact of two common kinds of online price promotion on
consumers’ purchasing intention, and examines the moderating effects of product
complementarity in the above relationship. The study finds that the interaction between complementary products
and price promotion has a significant impact on consumers’ purchasing
intention, mental account plays a mediating role in the process. Specifically, in
the case of complementary products, perceived promotional risk has greater influence on consumers’ purchasing intention, and consumers tend to choose “price deduction over a
given purchase amount”. Under the condition that the product does not exist complementary, perceived
promotional benefit has greater effect on consumers’ purchasing intention, and consumers tend to choose “unveiling promotion price” promotion. The conclusion of this
study enriches the theoretical research of the related online promotion, and
also can help the network merchants to formulate effective promotion
strategies.