Abstract：Combining the “S-R” theory and the elaboration likelihood model, this study uses Taobao’s
discount and Winport as examples to compare the information processing and purchase decision behavior of mobile and PC consumers. The empirical results indicate that: affected by the choice of decision-making path, discount can increase sales more in the mobile terminal and the Winport can increase sales more in PC terminal. Product information intensity has a significant positive regulatory effect on the promotional consequence of Winpor. The match between Winport and PC, the match between discounts and mobile terminal are all affected by product characteristics. Because of the differences in information presentation characteristics between mobile and PC, consumers will adopt different information processing processes, resulting in differences in behavior responses.
李宗伟，张艳辉，张春凯. 信息加工视角下移动端与PC端的促销效果差异研究[J]. 管理学报, 2021, 18(10): 1533-.
LI Zongwei，ZHANG Yanhui，ZHANG Chunkai. Research on the Difference of Promotion Effect between Mobile Terminal and PC Terminal from the Perspective of Information Processing. Chinese Journal of Management, 2021, 18(10): 1533-.
