Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions

Journal of Theoretical and Applied Electronic Commerce Research

卷:16

Wanhua Zhou¹  Sijia Cheng¹  Wugang Song¹  Hanyang Luo²  Sumin Yu²  Xudong Lin² 

[1] College of Management, Shenzhen University, Shenzhen 518060, China;

[2] Institute of Big Data Intelligent Management and Decision, College of Management, Shenzhen University, Shenzhen 518060, China;

关键词: online promotion;    anticipated regret theory;    impulsive traits;    impulsive online buying intention;    fast-moving consumer goods;   

DOI  :  10.3390/jtaer16060131

来源: DOAJ

【 摘 要 】

Online shopping has developed rapidly, but recently, the sales of some online stores have suffered due to the decrease in people’s income caused by the epidemic. How to grasp the psychology and behavior of consumers and formulate effective marketing strategies is important for increasing sales. This paper puts forward a research model and eight hypotheses based on the research on the promotion situation and the types of products promoted on consumers’ impulse shopping, and uses regression analysis, t-test, stepwise regression and analysis of variance to conduct data analysis. The results show that online promotion has a significant impact on consumers’ willingness, and the anticipated regrets in different directions have totally different effect on willingness; the type of product promoted, and the impulsive characteristics of consumers play a moderating role; online promotion affects consumers’ impulsive online shopping intentions through the intermediary effect of expected regret. The influence of anticipated regrets on impulsive online shopping intention is proposed creatively, and the results also provide e-commerce merchants and customers with new insights in managing and treating online promotions. Managerial implications like controlling the duration of promotions and the number of preferential goods are put forward based on our analysis.

【 授权许可】

Unknown