Online platform promotional activity and purchase behavior of consumer with different self-control in China

Abstract

Purpose

The study explores the relationship between self-control and various online promotional methods faced by consumers simultaneously, simulating how consumers with distinct levels of self-control act in the current Chinese Internet market.

Design/methodology/approach

The sample was collected from response of participants to the survey containing a self-control test and attitudes towards different promotional methods. This is a quantitative study using regression and analysis of variance (ANOVA).

Findings

Initially, the empirical study focuses on discount margin for both price-discounts and full-discounts, which implies that high discount margin has a negative impact on the quality perception of consumers. However, this impact is weakened under full-discounts. Subsequently, the study identifies that the negative influence of high discounts on quality perception is insignificant for the high self-control group facing various promotional activities simultaneously. Furthermore, it is found that consumers with a high level of self-control rely more on their quality perception rather than the discount margin of products.

Originality/value

The study covers self-control of consumers, a variety of promotional methods and simulation of the present Chinese online market, enriching the research topic of consumer behavior as well as Internet marketing.

Citation

Zhu, Y. (2024), "Online platform promotional activity and purchase behavior of consumer with different self-control in China", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-08-2023-0798