The Effect of Different Price Promotion Ways on Consumers’ Purchasing Intention

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.

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