Impact of concept Promotion spill effect on competitive online shops: The modern effect of social distance
Abstract
Perception initiatives not only affect the consumer's purchase behavior in the focus online shop,But also create a spilover Effect,Reducing the effectiveness of the Normal promotion of the online shop.This paper analysis the concept Promotion type and promotion depth,Explore the impact of these two main features on concept Promotion.The study finds that there are differences in the impact of concept Promotion types on spillover effects;Concept Promotion depth positively;Social distance can moderate the spill effect of type and depth of concept Promotion on competitive online shops.From the perspective of psychological distance,This article returns the conditions for the occurrence of concept Promotion,And provide a theoretical reference for prediction and management of concept proposals.
Keywords
References
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