Research on the Mechanism of Time-Limited Promotion on Consumers'Intention to Purchase in Tourism Livestreaming Marketing from the Perspective of Counterfactual Thinking
Time-limited promotion—as a conditional promotion model—has become an important means to improve the marketing effect of tourism live streaming.However,few studies have focused on the time-limited promotion of tourism live streaming.To compensate for the lack of relevant research and explore the influence mechanism of time-limited promotion on consumers'real-time purchase decisions in tourism live streaming,this study analyzes the subject matter through two scenario experiments based on goal-oriented behavior theory and from the perspective of counterfactual thinking.The results indicate the following;First,the time-limited promotion of live streaming can directly stimulate consumers'intention to purchase,and the time-limited discount is a more effective marketing means than the time-limited giveaway.Second,when consumers engage in strong upward counterfactual thinking,the time-limited promotion of tourism live streaming can induce their anticipated regrets,thereby reducing their intention of immediate purchase.Third,when consumers engage in strong downward counterfactual thinking,the time-limited promotion of tourism live streaming can induce their regret of anticipated inaction,thus enhancing their intention of immediate purchase.This study's findings reveal the duality of the time-limited promotion of tourism live streaming,enrich the relevant research on marketing through tourism live streaming,and enlighten tourism enterprises to adopt online promotion measures rationally.
tourism live streamingtime-limited promotioncounterfactual thinkinganticipated regretimmediate purchase intention
万方数据
维普
