Influence of Time Pressure on Consumers' Purchase Intention under Different Self-construction
On e-commerce platforms,it is very common to stimulate consumers' purchase intentions through time-limited and quantity-limited strategies which is called hunger marketing,it has developed into an important means of modern enterprise marketing. We explore the impact of time pressure on consumers' purchase intentions and the underlying mechanism. Through two experiments,we found that high time pressure will arouse consumers' perceived competition and then increase their purchase intention. Furthermore,consumers' self-construal level will moderate the influence of time pressure on consumers' purchase intention. The time pressure and consumers' purchase intention from the perspective of consumer psychology have a close relationship,which has important practical significance for modern enterprises to adopt hunger marketing strategy.
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