Impacts of Psychological Distance-based Sales Promotion on Online Purchasing Behaviors under Different Involvement

摘要：

　　Via consumer surveys after the Double 11 promotion, we studied consumers consumption behavior and its influencing factors (temporal distance, social distance, product types and purchase decision involvement) based on the CLT and involvement theory with logistic regression modeling.The results show that the effect of temporal distance on purchasing decisions is increasing in high-involvement products and decreasing in low-involvement products, while social distance has a negative impact on purchasing decisions in both high and low-involvement products.Consumers purchase decision involvement is reinforced by temporal distance, while is no relevant to social distance.Specifically, when consumers are temporally distant from knowing the promotion issues, their purchase decision involvement tends to be higher and cost more in online promotion.Results provide practical marketing implications and help to enrich marketing theory.

关键词： temporal distance social distance product involvement purchase decision involvement sales promotion

作者: Liyi Zhang Shan Huang Qihua Liu

作者单位: School of Information Management, Wuhan University, China School of Information Technology, Jiangxi University of Finance and Economics, China

会议类型: 国际会议

会议名称: The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 507-514

在线出版日期: 2018-05-25（万方平台首次上网日期，不代表论文的发表时间）