Research on the Price Discount Presentation on Consumers' Purchase Intention Under the Online Pre-sale Mode: An Empirical Study Based on SPSS

Shujing Wu

2022

Abstract

Online pre-sale activities frequently use deposit pre-sale promotion as a new e-commerce marketing concept. This essay is focused on the pre-sale scenario of internet buying. Four groups of 2 × 2 experiments were conducted to analyze the price discount presentation (dollar-based deals VS. percentage-based deals) on perceived value and purchase intention of consumers, and the moderating effect of product type (utilitarian product VS. hedonic product). The results show that consumers have greater perceived value and purchase intention for the dollar-based deals, and perceived value plays a mediating role. For utilitarian products, consumers prefer the dollar-based deals, while for hedonic products, consumers prefer the percentage-based deals.

Paper Citation

in Harvard Style

Wu S. (2022). Research on the Price Discount Presentation on Consumers' Purchase Intention Under the Online Pre-sale Mode: An Empirical Study Based on SPSS. In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI; ISBN 978-989-758-620-0, SciTePress, pages 724-730. DOI: 10.5220/0011757100003607

in Bibtex Style

@conference{icpdi22,
author={Shujing Wu},
title={Research on the Price Discount Presentation on Consumers' Purchase Intention Under the Online Pre-sale Mode: An Empirical Study Based on SPSS},
booktitle={Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI},
year={2022},
pages={724-730},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011757100003607},
isbn={978-989-758-620-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI
TI - Research on the Price Discount Presentation on Consumers' Purchase Intention Under the Online Pre-sale Mode: An Empirical Study Based on SPSS
SN - 978-989-758-620-0
AU - Wu S.
PY - 2022
SP - 724
EP - 730
DO - 10.5220/0011757100003607
PB - SciTePress