商务创作推广对购买决策的影响研究

An Analysis of the Influencing of Business Creation and Promotion on Purchasing Decisions

电子商务的发展改变了人们的消费形式,新的商务创作推广的出现重塑了消费者在电子商务背景下的购买决策。文中分析创作推广视角下无意识通过习惯性、冲动性和快速性的特点对消费者购买决策产生的影响,并结合以往相关购买决策模型研究,总结出在营销推广视角下,影响购买决策的因素主要是信任和促销两大方面。而为了扩大促销对消费者购买决策的影响,商家又通过促销限制,即时间限制和数量限制来影响消费者的购买决策。

The development of e-commerce has changed people s consumption patterns,and the emergence of new business creation and promotion has reshaped consumers purchasing decisions in e-commerce.This paper analyzes the influence of unconsciousness on consumers purchasing decisions through the characteristics of habituation,impulsiveness and rapidity from the perspective of creative promotion.Combined with previous research on relevant purchase decision models,it is believed that from the perspective of marketing promotion,the factors that affect purchase decisions are mainly trust and promotion.In order to expand the influence of promotion on consumers purchase decisions,merchants have set promotion restrictions,that is,time restrictions and quantity restrictions,to influence consumers purchase decisions.