Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions
Abstract
:1. Introduction
2. Literature Review
2.1. Stimulus–Organism–Reaction Model
2.2. Promotion Types
2.3. Anticipated Regret
2.4. Impulsive Buying
3. Models and Hypotheses
4. Materials and Methods
5. Results
5.1. Reliability Analysis
5.2. Validity Analysis
5.3. Hypothetical Test
6. Discussion
- (1)
- The impact of online promotion types on consumers’ anticipated regret. Online promotional activities with restrictive conditions will bring psychological pressure to consumers, prompting consumers to have different emotional responses, which express different willingness and behavior. The different restrictive conditions in online promotional activities will also affect consumers’ psychological expectations. Through the independent sample t-test, we compare the impact of time-limited promotions and quantity-limited promotions on consumer’s anticipated regret, and find that both types of promotion will have a stronger impact on consumers’ downward anticipated regret than upward anticipated regret. We believe that such restrictions shorten consumers’ judgment and decision-making time for promotional activities, imposing them a sense of psychological oppression, increasing their perceived risk of opportunity loss, and enhancing their downward expected regret. Compared with quantity-limited promotions, time-limited promotions stipulate the effectiveness of activities in terms of time. Consumers can enjoy discounts when buying within the specified time. Although there is no time limit for quantity-limited promotions, quantitative restrictions can induce competition among consumers thus imposing a more significant impact on downward anticipated regret.
- (2)
- The impact of consumers’ anticipated regret on impulsive online shopping willingness. Before making a purchasing decision, consumers commonly anticipate the outcome of the decision, and use counterfactual thinking to estimate their sensitivity to the anticipated regret in the two directions, and finally choose the decision that minimizes their regret. The upward anticipated regret known as regret for action is caused by upward thinking while downward anticipated regret, known as regret for inaction, is caused by downward counterfactual thinking. Through regression analysis, it is found that upward anticipated regret will inhibit impulsive online shopping intentions, and downward anticipated regret will promote impulsive online shopping intentions. We consider that upward anticipated regret indicates that consumers will think they can buy the products at a more favorable price, which reduces their impulsive online shopping willingness; while downward anticipated regret means that consumers consider the current price as the most favorable and thus strengthening their impulsive online shopping willingness.
- (3)
- The mediating role of consumers’ anticipated regret. Through regression analysis, this paper examines the direct impact of online promotion on impulsive online shopping intentions, and examines its indirect impact under the effect of anticipated regret. It is found that online promotion needs to affect consumers’ anticipated regret before imposing an impact on impulsive online shopping intentions. We suggest that any online promotional information is just a bunch of descriptive words before the individual’s cognitive processing. Only after cognitive processing can consumers have emotions and reactions to the promotional information and further change their behavior.
- (4)
- The moderating effect of the types of promoting commodities. After grouping the questionnaire data into independent sample t-test analysis, the results show that in both types of limited promotion, online promotion where the promoted product is a fast-moving consumer product can have a stronger impact on consumers’ anticipated regret. As the most frequently consumed commodity in life, the price of FMCG is relatively low. Retailers usually make profits by making small profits and selling more. Generally, when encountering promotional activities, consumers will be more inclined to take advantage of the opportunity which generates stronger downward anticipated regret while if promotional activities are held frequently, consumers will consider whether there will be greater discounts in the future, which will generate stronger upward anticipated regret.
- (5)
- The moderating effect of impulsive traits. Impulsive traits are inherent characteristics of an individual, manifested as the degree of action taken without careful consideration when receiving stimuli. When facing the gain and loss of interests, impulse characteristics often affect consumers’ behavior tendency. By analyzing the interaction between consumer anticipated regret and impulsive traits, it is found that impulsive traits have a significant moderating effect on the influence of consumer anticipated regret on impulsive online shopping intentions. When consumers encounter promotional activities, they will generate expected emotions based on their actual situation. This research mainly refers to the predicted regrets triggered by the increase of restrictive conditions. When consumers perceive the predicted emotions, the inherent impulsive traits will affect their willingness to take an action on this basis. The higher the impulse characteristics of consumers, the more likely they are to reduce impulse when they perceive risk or loss of benefits.
7. Conclusions
- (1)
- It is important for merchants to reasonably make use of the time-limited promotion and quantity-limited promotion. The results of this paper have shown that the two types of promotion have different effects on consumers’ anticipated regret and both of them can affect consumers’ impulsive online purchase willingness to a certain degree. The restriction is to bring psychological pressure and a sense of urgency to consumers and increase their impulsive willingness to purchase online. In addition, merchants are also suggested and should pay more attention to the promotion period and quantity. Some studies have shown that if the duration is too long in time-limited promotional activities, consumers’ impulsive purchase intention will be significantly reduced, and impulsive purchase behavior will also be controlled. The same situation will happen when the quantity of promotion is too large. At the same time, it is highly necessary for all online merchants to measure whether the benefits of promotion activities they would like to adopt can satisfy consumers’ psychological expectations and stimulate consumers’ purchase willingness.
- (2)
- Merchants should adjust their promotion strategies according to the types of promoted products to cater to consumers’ different perceptions of different types of products. The life cycle of non-FMCG is longer than that of FMCG, so consumers usually need to spend more time choosing appropriate products from a large number of products in the same category, and promotional activities have a greater impact on the choice. For fast-moving consumer goods with high consumption frequency, consumers regularly buy them online. Consumers are likely to be familiar with certain brands, so they are usually able to make decisions quickly. However, the promotion activity also affects consumers’ purchase willingness. Merchants need to adjust their promotion strategies based on the types of products. For example, when selling FMCG, they can appropriately increase the promotion frequency or limit the number of goods promoted to enhance consumers’ downward anticipated regret, and encourage consumers to make purchase decisions quickly. As for non-FMCG, the promotion frequency should be appropriately reduced to avoid reducing consumers’ perceived value.
- (3)
- Merchants should improve promotion strategies based on the expected emotions of consumers with different impulsive characteristics. According to our results, the promotion information is considered as the main influencing factor of the expected emotion of consumers, and consumers’ impulsive characteristics also affect the expected emotion. The intention of impulsive online purchase is significantly affected by both. Therefore, when developing promotion strategies, merchants should carefully consider and the expected emotions of consumers with different impulsive characteristics. As analyzed in this paper, consumers’ upward anticipated regret will reduce the likelihood of purchase, and downward anticipated regret will increase the likelihood of purchase. Therefore, merchants need to manage to increase consumer’s downward anticipated regret and reduce the other. For instance, slogans like “the lowest price for the whole year” and “do not miss it” could be adopted.
- (4)
- Consumers should control their impulsive purchase willingness and avoid excessive impulsive purchases. In the era of convenient e-commence, the consumption process can be completed by moving fingers and clicking the mouse. Sometimes consumers’ purchases online are driven by impulse without thinking about actual needs. Therefore, before making a purchase decision, consumers should thoroughly consider own demand, applicability for the promotional products. “Shop around” is suggested, and it is known to almost all consumers, but few can apply the theory into practice. In fact, when shopping around, the impulsive willingness to buy something will decrease, and the purchasing decisions made after comparing are more rational and more suitable for consumers’ own needs. In addition, recalling some previous unsatisfactory experiences due to impulse may help consumers make a better decision when they have an impulsive willingness to purchase something.
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Statistical Features | Number of People | Percentage | |
---|---|---|---|
Gender | Male | 210 | 50.6% |
Female | 205 | 49.4% | |
Generation | Under 18 | 22 | 5.3% |
18~25 years old | 228 | 54.9% | |
26~30 years old | 103 | 24.8% | |
31~40 years old | 53 | 12.8% | |
41~50 years old | 9 | 2.2% | |
Education | College degree and below | 90 | 21.7% |
Undergraduate | 263 | 63.4% | |
Master degree and above | 62 | 14.9% | |
Average monthly consumption of online shopping | Below 500 | 128 | 30.8% |
500~1000 | 191 | 46.0% | |
1000~1500 | 53 | 12.8% | |
1500~2000 | 23 | 5.5% | |
2000~2500 | 7 | 1.7 | |
2500~3000 | 8 | 1.9% | |
3000~3500 | 4 | 1.0% | |
Above 3500 | 1 | 0.2% | |
Profession | Full-time student | 185 | 44.6% |
Production staff | 30 | 7.2% | |
Salesperson | 29 | 7.0% | |
Marketing/public relations staff | 34 | 8.2% | |
Customer service | 10 | 2.4% | |
Administrative/logistics staff | 15 | 3.6% | |
Human resources | 16 | 3.9% | |
Finance/auditor | 18 | 4.3% | |
Civilian/clerk | 17 | 4.1% | |
Technical/R&D personnel | 15 | 3.6% | |
Manager | 14 | 3.4% | |
Teacher | 6 | 1.4% | |
Consultant/consulting | 10 | 2.4% | |
Professionals (such as accountants, lawyers, architects, medical staff, journalists, etc.) | 11 | 2.7% | |
Other | 5 | 1.2% |
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Research Variables | Measurement Indicators | Measurement Items | Reference Scale |
---|---|---|---|
Upward anticipated regret | SHH1 | Buy it now. If the discount on this product is larger in the future, I will regret it. | Hetts (2000) [44] |
SHH2 | Buy it now. If I find that it will be cheaper in other stores in the future, I will regret it. | ||
SHH3 | Buy it now. Considering that buying will cost more than not buying, I will regret it. | ||
Downward anticipated regret | XHH1 | After the product is sold out, it may become out of production. I will regret it if I do not buy it now. | |
XHH2 | In the future, I will find that the product will be restored to its original price. If I do not buy it now, I will regret it. | ||
XHH3 | I will find that this product is more costly in other stores in the future. I will regret it if I do not buy it now. | ||
Personal impulsive traits | TZ1 | I do not need to think about it too carefully. | Rook and Fisher (1995) [45] |
TZ2 | I regularly act on a whim. | ||
TZ3 | I can make a decision soon. | ||
TZ4 | I get bored easily when solving problems that require thinking. | ||
TZ5 | My self-control ability is weak. | ||
Impulsive online purchase intention | YY1 | When shopping online, I have a strong desire to buy products that I do not plan but like. | Jones, Weun and Beatty (2003) [46] |
YY2 | When shopping online, I often find that there are things I want to buy outside of my shopping plan. | ||
YY3 | Seeing this promotional item, I will involuntarily want to buy it even though it is not in my shopping plan. |
Variable | Number of Items | Cronbach Alpha Coefficient |
---|---|---|
Upward anticipated regret | 3 | 0.706 |
Downward anticipated regret | 3 | 0.772 |
Impulsive traits | 5 | 0.865 |
Impulsive online shopping intention | 3 | 0.718 |
All variables | 14 | 0.832 |
KMO Value and Bartlett’s Sphericity Test | ||
---|---|---|
KMO sampling appropriateness number | 0.851 | |
Bartlett sphericity test | Approximate Chi-square | 2263.591 |
Degree of freedom | 91 | |
Significance | 0.000 |
Factor Component | Eigenvalues | Variance Explained Rate | Cumulative Variance Contribution Rate |
---|---|---|---|
1 | 3.625 | 25.891% | 25.891% |
2 | 2.243 | 16.021% | 41.911% |
3 | 1.800 | 12.855% | 54.766% |
4 | 1.614 | 11.526% | 66.293% |
Rotated Component Matrix | ||||
---|---|---|---|---|
Component | ||||
1 | 2 | 3 | 4 | |
SHH1 | 0.799 | |||
SHH2 | 0.822 | |||
SHH3 | 0.522 | |||
XHH1 | 0.760 | |||
XHH2 | 0.794 | |||
XHH3 | 0.797 | |||
TZ1 | 0.821 | |||
TZ2 | 0.761 | |||
TZ3 | 0.773 | |||
TZ4 | 0.780 | |||
TZ5 | 0.767 | |||
YY1 | 0.632 | |||
YY2 | 0.737 | |||
YY3 | 0.543 |
Variable | Average | Standard Deviation | Correlation | t | Degree of Freedom | Significance (Two-Tailed) |
---|---|---|---|---|---|---|
upward anticipated regret | 3.3967 | 0.43235 | 0.554 (p = 0.000) | −14.691 | 199 | 0.000 |
downward anticipated regret | 3.8200 | 0.43034 |
Variable | Average | Standard Deviation | Correlation | t | Degree of Freedom | Significance (Two-Tailed) |
---|---|---|---|---|---|---|
upward anticipated regret | 3.7798 | 0.56103 | 0.396 (p = 0.000) | −11.052 | 214 | 0.000 |
downward anticipated regret | 4.2450 | 0.56180 |
Group | Number of Samples | Standard Deviation | Correlation | t | Degree of Freedom | Significance (Two-Tailed) |
---|---|---|---|---|---|---|
time-limited promotions | 200 | 3.8200 | 0.43034 | −8.685 | 398.577 | 0.000 |
quantity-limited promotions | 215 | 4.2450 | 0.56180 |
Group | Number of Samples | Standard Deviation | Correlation | t | Degree of Freedom | Significance (Two-Tailed) |
---|---|---|---|---|---|---|
Non-FMCG | 101 | 3.1881 | 0.35092 | −7.876 | 198 | 0.000 |
FMCG | 99 | 3.6094 | 0.40417 |
Group | Number of Samples | Standard Deviation | Correlation | t | Degree of Freedom | Significance (Two-Tailed) |
---|---|---|---|---|---|---|
Non-FMCG | 101 | 3.6205 | 0.31633 | −7.483 | 198 | 0.000 |
FMCG | 99 | 4.0236 | 0.43709 |
Group | Number of Samples | Standard Deviation | Correlation | t | Degree of Freedom | Significance (Two-Tailed) |
---|---|---|---|---|---|---|
Non-FMCG | 101 | 3.5875 | 0.37163 | −5.143 | 184.857 | 0.000 |
FMCG | 114 | 3.9503 | 0.64146 |
Group | Number of Samples | Standard Deviation | Correlation | t | Degree of Freedom | Significance (Two-Tailed) |
---|---|---|---|---|---|---|
Non-FMCG | 101 | 4.0099 | 0.42020 | −6.396 | 203.879 | 0.000 |
FMCG | 114 | 4.4532 | 0.59020 |
Model | Unstandardized Coefficient | Standardized Coefficient | t | Significance | ||
---|---|---|---|---|---|---|
B | Standard Error | Beta | ||||
1 | (Constant) | 2.840 | 0.221 | 12.855 | 0.000 | |
Upward anticipated regret | −0.157 | 0.059 | −0.147 | −2.641 | 0.009 | |
Downward anticipated regret | 0.341 | 0.058 | 0.325 | 5.835 | 0.000 |
Model | R | R² | Adjusted R² | Standard Estimation Error |
---|---|---|---|---|
1 | 0.164 a | 0.027 | 0.022 | 0.56575 |
Model | Sum of Square | Degree of Freedom | Mean Square | F | Significance | |
---|---|---|---|---|---|---|
1 | Return | 3.631 | 2 | 1.816 | 5.672 | 0.004 b |
Residual | 131.872 | 412 | 0.320 | |||
Total | 135.503 | 414 |
Model | Unstandardized Coefficient | Standardized Coefficient | t | Significance | ||
---|---|---|---|---|---|---|
B | Standard Error | Beta | ||||
1 | (Constant) | 2.946 | 0.226 | 13.017 | 0.000 | |
Promotion type | 0.061 | 0.061 | 0.053 | 0.993 | 0.322 | |
Anticipated regret | 0.162 | 0.065 | 0.134 | 2.487 | 0.013 |
Model | Unstandardized Coefficient | Standardized Coefficient | t | Significance | |
---|---|---|---|---|---|
B | Standard Error | Beta | |||
(constant) | 2.312 | 0.756 | 3.058 | 0.002 | |
upward anticipated regret | −0.212 | 0.180 | −0.200 | −1.179 | 0.239 |
downward anticipated regret | 0.113 | 0.170 | 0.107 | 0.661 | 0.509 |
impulsive traits | −1.083 | 0.444 | −1.249 | −2.439 | 0.015 |
upward anticipated regret–impulsive traits | 0.401 | 0.118 | 2.145 | 3.409 | 0.001 |
downward anticipated regret–impulsive traits | 0.369 | 0.096 | 2.192 | 3.859 | 0.000 |
upward anticipated regret–downward anticipated regret–impulsive traits | −0.091 | 0.022 | −2.581 | −4.149 | 0.000 |
Hypothesis | Result |
---|---|
H1: Compared with the upward anticipated regret, time-limited promotions have a more significant impact on the downward anticipated regret. | Support |
H2: Compared with the upward anticipated regret, the quantity-limited promotions have a more significant impact on the downward anticipated regret. | Support |
H3: Compared with time-limited promotions, quantity-limited promotions can stimulate downward anticipated regret. | Support |
H4: Compared with non-FMCG, the online promotion of FMCG has a more significant impact on consumers’ anticipated regret. | Support |
H4a: In time-limited promotions, consumers have stronger upward anticipated regret and downward anticipated regret for the online promotion of FMCG. | Support |
H4b: In limited-quality promotions, consumers have stronger upward and downward anticipated regrets for online promotion of FMCG. | Support |
H5: The upward anticipated regret will negatively affect consumers’ impulsive online shopping willingness. | Support |
H6: The downward anticipated regret will positively affect consumers’ impulsive online shopping intentions. | Support |
H7: In the relationship between online promotion and consumers’ impulsive online shopping willingness, consumers anticipated regret plays an intermediary role. | Support |
H8: In the influence of consumers’ anticipated regret on impulsive online shopping willingness, impulsive traits has a significant moderating effect. | Support |
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Luo, H.; Cheng, S.; Zhou, W.; Song, W.; Yu, S.; Lin, X. Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 2386-2404. https://doi.org/10.3390/jtaer16060131
Luo H, Cheng S, Zhou W, Song W, Yu S, Lin X. Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(6):2386-2404. https://doi.org/10.3390/jtaer16060131
Chicago/Turabian StyleLuo, Hanyang, Sijia Cheng, Wanhua Zhou, Wugang Song, Sumin Yu, and Xudong Lin. 2021. "Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 6: 2386-2404. https://doi.org/10.3390/jtaer16060131