||With the society becoming increasingly diversified, in order to increase the popularity, manufacturers kick off various sales promotion methods to stimulate consumers’ purchasing intention, thus producing various sales promotion activities. The research aims at discussing whether different categories of products or different types of retail stores will moderate the impact of the reference price and the sales promotion situation on the consumers’ purchasing intention.
The research consists of three pre-tests and two main experiments. The main experiment 1 use 2 (high and low reference price) ×3 (time-limited, quantity-limited, time-and-quantity limited) ×3 (search goods, experience goods, and credence goods) between-subjects experimental design and the main experiment 2 use 2 (high and low reference price) × 3 (time-limited, quantity-limited, time-and-quantity limited)× 4 (ordinary store, hypermarket, department store, and network store) between-subjects experimental design. The result indicates:
1. No matter under whatever sales promotion situation it is, the purchasing intention of the high reference price is obviously higher than that of the low reference price.
2. During the promotion activities, manufacturers are more favorable by adopting the situation with limited situation.
3. In the aspect of sales promotion activities, if it is “Search Goods” or “Experience Goods”, “Quantity-Limited” should be adopted; if the marked products are Credence Goods, “Time-Limited” should be adopted.
4. It is shown in the sales promotion activities held by real distribution channels that adoption of “Quantity-Limited” is more likely to stimulate the purchasing intention of consumers; it is shown in virtual distribution channels that “ Time-Limited” should be adopted.