Abstract：Based on the ELM theory, this research explores the effect of different purchase limits (time limit and quantity limit) on consumer decision in various online promotion, with an experiment design of 2 (product involvement: high vs low) ×2 (limit type: time limit vs quantity limit) between subjects for an empirical study. The research shows that in online promotion, the effect of purchase limit on the consumers’ purchase decision is moderated by the product involvement; when the product involvement is high, they prefer the time limit promotion and have a higher purchase intention in which the perceived control plays the mediating role; when the product involvement is low, they prefer the quantity limit promotion and have a higher purchase intention in which the perceived scarcity plays the mediating role. This research enriches the promotion theory and consumers’ purchase decision theory, and provides direct guidance for e-commerce retailers to carry out effective online promotion.
黄静 刘洪亮 郭昱琅. 在线促销限制对消费者购买决策的影响研究——基于精细加工可能性视角[J]. 商业经济与管理, 2016, (5): 76-85.
HUANG Jing LIU Hongliang GUO Yulang. The Effect of Online Promotion Limits on Consumers‘ Purchase Decision:From the Perspective of ELM. Journal of Business Economics, 2016, (5): 76-85.
2016, Vol. 
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