The Effects of Consumer´s Psychological Characteristics on Domain-Specific Deal-Proneness

Most west studies have emphasized the psychological profile of the deal-prone consumer. However, consumers with different culture background and under different market environment would show different responses to promotions. In this paper, taking Chinese women clothing consumers as research object, structural equation model is applied to analyze the effects of consumer´s psychological characteristics on three kinds of domain-specific deal-proneness, namely, coupon redemption schemes, discount and points. The findings confirm that the impact of psychographics on different types of promotion has obvious differences. And through comparative analysis, some useful suggestions are given to marketers to develop promotion strategies.