{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,18]],"date-time":"2026-04-18T00:46:00Z","timestamp":1776473160187,"version":"3.51.2"},"reference-count":46,"publisher":"MDPI AG","issue":"6","license":[{"start":{"date-parts":[[2021,9,14]],"date-time":"2021-09-14T00:00:00Z","timestamp":1631577600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Online shopping has developed rapidly, but recently, the sales of some online stores have suffered due to the decrease in people\u2019s income caused by the epidemic. How to grasp the psychology and behavior of consumers and formulate effective marketing strategies is important for increasing sales. This paper puts forward a research model and eight hypotheses based on the research on the promotion situation and the types of products promoted on consumers\u2019 impulse shopping, and uses regression analysis, t-test, stepwise regression and analysis of variance to conduct data analysis. The results show that online promotion has a significant impact on consumers\u2019 willingness, and the anticipated regrets in different directions have totally different effect on willingness; the type of product promoted, and the impulsive characteristics of consumers play a moderating role; online promotion affects consumers\u2019 impulsive online shopping intentions through the intermediary effect of expected regret. The influence of anticipated regrets on impulsive online shopping intention is proposed creatively, and the results also provide e-commerce merchants and customers with new insights in managing and treating online promotions. Managerial implications like controlling the duration of promotions and the number of preferential goods are put forward based on our analysis.<\/jats:p>","DOI":"10.3390\/jtaer16060131","type":"journal-article","created":{"date-parts":[[2021,9,14]],"date-time":"2021-09-14T21:47:21Z","timestamp":1631656041000},"page":"2386-2404","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":45,"title":["Research on the Impact of Online Promotions on Consumers\u2019 Impulsive Online Shopping Intentions"],"prefix":"10.3390","volume":"16","author":[{"given":"Hanyang","family":"Luo","sequence":"first","affiliation":[{"name":"Institute of Big Data Intelligent Management and Decision, College of Management, Shenzhen University, Shenzhen 518060, China"}]},{"given":"Sijia","family":"Cheng","sequence":"additional","affiliation":[{"name":"College of Management, Shenzhen University, Shenzhen 518060, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0411-8391","authenticated-orcid":false,"given":"Wanhua","family":"Zhou","sequence":"additional","affiliation":[{"name":"College of Management, Shenzhen University, Shenzhen 518060, China"}]},{"given":"Wugang","family":"Song","sequence":"additional","affiliation":[{"name":"College of Management, Shenzhen University, Shenzhen 518060, China"}]},{"given":"Sumin","family":"Yu","sequence":"additional","affiliation":[{"name":"Institute of Big Data Intelligent Management and Decision, College of Management, Shenzhen University, Shenzhen 518060, China"}]},{"given":"Xudong","family":"Lin","sequence":"additional","affiliation":[{"name":"Institute of Big Data Intelligent Management and Decision, College of Management, Shenzhen University, Shenzhen 518060, China"}]}],"member":"1968","published-online":{"date-parts":[[2021,9,14]]},"reference":[{"key":"ref_1","first-page":"10","article-title":"Chinese Consumers Online Consumption Insight Report and Online Shopping Guide (2016)","volume":"42","author":"Mo","year":"2016","journal-title":"Comput. 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