Research on the Influence of e-commerce Discount Promotion on Consumer's Psychological Gap

Abstract

This paper is based on the situation of whether there is a psychological gap (degree of regret and claim willingness) between different types of products (high price or low price) and price discount promotion. This paper uses empirical research to understand the consumer's reaction and make corresponding conclusions, and then gives marketing Suggestions. The results show that the interaction between income and discount presents a significant negative correlation between the two dimensions of the psychological gap (degree of regret and claim willingness).