网络促销结束后调价幅度对消费者重复购买意愿的影响

The Effect of Adjustment Magnitude of Price after Online Promotion on Consumer Repurchase Intention

本研究探讨了网络促销结束后商品调价幅度与消费者重复购买意愿的关系。结果表明,调价幅度对消费者的后悔感、不信任感具有负向影响;对消费者的价格公平感、感知收益具有正向影响。此外,不信任感负向影响消费者重复购买意愿,价格公平感、感知收益正向影响重复购买意愿,但后悔感对重复购买意愿影响不显著。

This study explored the relationship between adjustment magnitude of price after online promotion and consumer repurchase intention.It revealed that adjustment magnitude of price had negative effects on regret and distrust,and had positive effects on perceived price fairness and perceived benefit.Moreover,distrust negatively influenced repurchase intention,while perceived price fairness and perceived benefit positively influenced repurchase intention.But regret had no effect on repurchase intention.