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| Research on the Difference of Promotion Effect between Mobile Terminal and PC Terminal from the Perspective of Information Processing |
| LI Zongwei，ZHANG Yanhui，ZHANG Chunkai |
| 1. Shanghai Institute of Technology, Shanghai, China;2. East China University of Science and Technology, Shanghai, China |
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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.
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Received: 10 December 2020
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