The Influence of Time Pressure and Consumer Values on Purchase Intentions:The Moderating Role of Conflicting Information
Consumer purchasing behavior has long been a focal point of research.Building on existing studies in consumer purchase decision-making,this paper constructed a model to examine the impact of time pressure,consumer values,and conflicting information on purchase intentions.Using experimental and survey methods,the study tested the proposed model and investigated the moderating role of conflicting information in the relationship between time pressure,consumer values,and purchase intentions.Key findings included:(1)Limited-time promotions increased consumers'purchase intentions,with future-oriented consumers exhibiting significantly higher purchase intentions than pragmatic and brand-oriented consumers.(2)There was a significant interaction effect between the type of product conflict information and time pressure on purchase intentions.Compared to complementary and weakly conflicting information,strongly conflicting information reduced the impact of promotional time limits on purchase intentions.(3)Under low time pressure,the interaction effect of product conflicting information and consumer values on purchase intentions were significant.
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