在线促销方式对消费者购买意愿的影响研究

Research on influence of online promotion type on consumer purchase intention

研究基于S-O-R理论,构建在线促销方式对消费者购买意愿影响的研究模型,采用实证方法考察了价格促销和赠品促销对消费者购买意愿的影响路径。研究结果表明,价格促销能够提高感知收益,降低感知风险,进而提升消费者的购买意愿。赠品促销能够提高感知收益,进而提升消费者的购买意愿。最后,针对研究结论对电商企业提出管理建议。

Based on S-O-R theory,this study constructs a research model of the influence of online promotion type on consumers'purchase intention,and uses empirical methods to investigate the influence path of price promotion and gift promotion on consumers'purchase intention.The results show that price promotion can improve perceived benefit,reduce perceived risk,and then improve consumers'purchase intention.Gifts promotion can improve perceived benefit,and then improve consumers'purchase intention.Finally,according to the research conclusion,management suggestions for e-commerce enterprises are proposed.