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

Abstract

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.

E-Commerce Customers Behavior Research Using Cohort Analysis: A Case Study of COVID-19

“…Mainly, promotion events significantly impact the readiness for online shopping; however, it depends on the type of product promoted. The paper delivers new knowledge on coping with online promotions [7].…”

Analysis Model of Consumer Sentiment Tendency of Commodities in E-Commerce

“…Promotion is a strategy of communication between buyers and sellers, which helps the companies to introduce their commodities to the consumers (Wall, 2022 ). The goal of commodity promotions is to influence consumer tendency of buying by presenting a new commodity that will be aimed at introducing it to new customers (Luo et al, 2021 ). Based on the above-mentioned concepts, we included the hypothesis that the promotion of a commodity influences consumer tendency.…”

Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19

“…The e-commerce industry has significantly stimulated users' impulse buying behavior (IBB) and has become essential support for the market economy (Lins and Aquino, 2020), which many studies have proved. Luo et al (2021) pointed out that with the rapid development of society and the economy, the purchasing behavior of consumers had changed significantly. These changes were mainly reflected in a rapid decrease in planned purchases and a rapid increase in unplanned (emotional) purchases.…”

“… Luo et al (2021) pointed out that with the rapid development of society and the economy, the purchasing behavior of consumers had changed significantly. These changes were mainly reflected in a rapid decrease in planned purchases and a rapid increase in unplanned (emotional) purchases.…”

“…These changes were mainly reflected in a rapid decrease in planned purchases and a rapid increase in unplanned (emotional) purchases. Consumers’ buying behavior driven by such emotional factors was called impulse buying ( Luo et al, 2021 ). Iyer et al (2020) used the stimulus-organism-response theory to classify the external stimuli that constitute the shopping festival atmosphere into interactivity, personalization, entertainment, and economy.…”