The Impact of Restrictive Promotions on Impulse Purchasing Behavior : A Mixed Methods Study Based on Chinese Data
Restrictive promotions have become a regular tactic on online platforms to stimulate consumer purchasing desire. Based on SOR theory, the study combines partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) methods to explore the mechanism of restrictive promotions on consumers impulse purchasing behavior. The study found that: (1) restrictive promotions increase perceived value and downward anticipated regret; (2) perceived value and downward anticipated regret positively mediate the effects of restrictive promotions on impulse purchasing behavior; (3) There is a “cognitive-emotional synergistic” configurational antecedents pattern for impulse purchasing behavior. This paper contributes to understanding of the influencing factors of impulse purchasing behavior, providing theoretical guidance for the marketing strategy of online shopping platforms.
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