Influence Mechanism of Online Promotion on Consumers’ Purchase Intention

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2016, Vol. 18 ›› Issue (2): 31-38.

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Influence Mechanism of Online Promotion on Consumers’ Purchase Intention

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2016-01-05 Online:2016-04-30

Abstract

Abstract:

Based on the dual-systems information processing theory (affective processing system and cognitive processing system), this paper attempts to simulate online shopping scene in order to develop a framework for investigating consumers’ purchase intention in the reciprocal influence between brand familiarity (high and low) and online promotion (price promotion and non-price promotion) during online shopping The results show that for the high familiarity brand, price promotion (vs non-price promotion) can cause consumers’ purchase intention, and the intervening mechanism is the affective processing system; for the low familiarity brand, non-price promotion (vs price promotion) can cause consumers’ purchase intention, and the intervening mechanism is the cognitive processing system

Key words: online promotion, brand familiarity, information processing, purchase intention；consumer

CLC Number:

F71355

ZHAO Bao-guo, HU Zi-xian. Influence Mechanism of Online Promotion on Consumers’ Purchase Intention[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2016, 18(2): 31-38.

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Influence Mechanism of Online Promotion on Consumers’ Purchase Intention

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