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Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions

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Institute of Big Data Intelligent Management and Decision, College of Management, Shenzhen University, Shenzhen 518060, China
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College of Management, Shenzhen University, Shenzhen 518060, China
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Author to whom correspondence should be addressed.
Academic Editor: José Ramón Saura
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2386-2404; https://doi.org/10.3390/jtaer16060131
Received: 25 July 2021 / Revised: 4 September 2021 / Accepted: 6 September 2021 / Published: 14 September 2021
(This article belongs to the Section Digital Marketing and the Connected Consumer)
Online shopping has developed rapidly, but recently, the sales of some online stores have suffered due to the decrease in people’s income caused by the epidemic. How to grasp the psychology and behavior of consumers and formulate effective marketing strategies is important for increasing sales. This paper puts forward a research model and eight hypotheses based on the research on the promotion situation and the types of products promoted on consumers’ impulse shopping, and uses regression analysis, t-test, stepwise regression and analysis of variance to conduct data analysis. The results show that online promotion has a significant impact on consumers’ willingness, and the anticipated regrets in different directions have totally different effect on willingness; the type of product promoted, and the impulsive characteristics of consumers play a moderating role; online promotion affects consumers’ impulsive online shopping intentions through the intermediary effect of expected regret. The influence of anticipated regrets on impulsive online shopping intention is proposed creatively, and the results also provide e-commerce merchants and customers with new insights in managing and treating online promotions. Managerial implications like controlling the duration of promotions and the number of preferential goods are put forward based on our analysis. View Full-Text
Keywords: online promotion; anticipated regret theory; impulsive traits; impulsive online buying intention; fast-moving consumer goods online promotion; anticipated regret theory; impulsive traits; impulsive online buying intention; fast-moving consumer goods
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MDPI and ACS Style

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

AMA Style

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 Style

Luo, 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

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