A STUDY ON ONLINE FESTIVAL MARKETING, PERCEIVED VALUE, AND IMPULSIVE PURCHASING BEHAVIOUR MEDIATED BY TRUST

Abstract

The study investigated how online holiday promotions and customer perceptions of these offers affect impulse spending in the current era of online shopping. It hopes to advise e-commerce companies on how to use online festivals to launch successful marketing activties. We collected information through questionnaires and used statistical methods (including descriptive statistics, reliability assessments, correlation analysis, and regression analysis) to carefully study how marketing coverage, discount intensity, and time constraints affect customers 'evaluation of products and purchasing impulse.  Research has found that different online holiday marketing methods (such as price reductions, limited-time discounts, and festive atmosphere creation) can greatly improve customers 'evaluation of products and encourage them to spend on impulse. Discounts and time-limited promotions significantly impact customer evaluations and impulse purchases. In addition, whether customers feel that the product is worth this price will affect the relationship between online holiday promotions and impulse consumption-that is, the more cost-effective customers feel, the easier it is for they to place impulsive orders. However, customer confidence has little effect on the relationship between "feeling worth it" and "impulse consumption." This research expands our theoretical understanding of online holiday marketing and impulse consumption. It provides evidence and suggestions for companies to help them optimize marketing strategies and enhance customer goodwill during holiday promotions, thereby increasing sales.