Via consumer surveys after the “Double 11” promotion, we studied consumers’ consumption behavior and its influencing factors (temporal distance, social distance, product types and purchase decision involvement) based on the CLT and involvement theory with logistic regression modeling. The results show that the effect of temporal distance on purchasing decisions is increasing in high-involvement products and decreasing in low-involvement products, while social distance has a negative impact on purchasing decisions in both high and low-involvement products. Consumers’ purchase decision involvement is reinforced by temporal distance, while is no relevant to social distance. Specifically, when consumers are temporally distant from knowing the promotion issues, their purchase decision involvement tends to be higher and cost more in online promotion. Results provide practical marketing implications and help to enrich marketing theory.
Zhang, Liyi; Huang, Shan; and Liu, Qihua, "Impacts of Psychological Distance-based Sales Promotion on Online Purchasing Behaviors under Different Involvement" (2018). WHICEB 2018 Proceedings. 69.