This study aims to investigate the impact of price promotion and donation promotion on consumers' impulsive buying behavior, and analyze the interaction effect of face awareness and regulatory focus in the above effects by using the situational simulation and questionnaire methods. According to the results, the price promotion can stimulate consumers to produce impulsive buying behavior more than donation promotion. Through the two-factor analysis of variance to test the interaction effect, it is concluded that in the situation of price promotion, there is no significant difference between the likelihood of impulsive buying behavior between high face awareness consumers and low face awareness consumers; However, in the situation of donation promotion, high face awareness consumers are more likely to produce impulsive buying behavior than low face awareness consumers; And whether in the situation of price promotion, or in the situation of donation promotion, prevention focus consumers are more likely to produce impulsive buying behavior than promotion focus consumers. The conclusions of this study are of reference significance for revealing the factors that affect consumers' impulsive buying behavior and helping companies to formulate promotional strategies.
Song, Sujuan and Peng, Wei, "How Do Price Promotion and Donation Promotion affect Consumers' Impulsive Buying Behavior?: Based on Face Awareness and Regulatory Focus to the Interaction of Promotion Patterns" (2020). ICEB 2020 Proceedings. 34.