Why Can Price Promotion Not Transform Consumers' Buying Intention into Buying Behavior

Price promotion is one of the mostly used tactics to enhance sales.However,it faces one serious problem that although it is effective in attracting consumers,it is not so effective to enhance sales.This study focuses on one determinant of buying behavior—buying strength,and explores the mechanism through which price discount depth influences buying strength.The results reveal that price promotion depth is a two-edge sword:on the one hand,it can reduce consumers' expectation for future promotions,and thus enhance buying strength;on the other hand,it motivates consumers to question the product quality,and consequently hurts buying strength.This research provides insights into promotion management in retailing field.