A STUDY INTO THE EFFECT OF PRICE INCENTIVES ON CONSUMER EMOTIONS ——TIME PRESSURE'S REGULATION

บทคัดย่อ

The rapid development of e-commerce live broadcasts has changed consumers’ shopping habits which changes from traditional active purchases to passive purchases. With the changes in consumption patterns, it is difficult for consumers to resist the temptation of consumption, and more impulsive consumption tendencies have emerged. After the rapid development of China's online consumer market in recent years, the entire market has achieved a rapid growth. More and more brand manufacturers are beginning to join the online market to establish competitive advantages and win over consumers. Internet price incentives are a marketing method commonly used by more and more online merchants. Use the stimulation of online price promotions to induce fluctuations in consumers' emotions and achieve impulse purchases, thereby achieving the company's sales targets. Therefore, this article studies the impact of price incentives on consumer emotions in the context of online shopping and the regulatory effect of time pressure, and explores the inherent laws of consumers' online impulse purchases. Firstly it can guide companies to formulate reasonable online marketing strategies in different shopping environments and reduce the randomness and blindness of corporate decision-making, thereby increasing consumers' impulse buying intentions and providing a reference for Chinese companies to promote the online sales process. Secondly, while improving the business performance of merchants, it can formulate reasonable industrial policies for relevant departments, expand consumption, and play a positive role in promoting the overall performance of the industry.