Research on the Influence of e-commerce Discount Promotion on Consumer's Psychological Gap

This paper is based on the situation of whether the re is a psychological gap (degree of regret and claim willingness) between di fferent types of products (high price or low price) and price discount promotion. This pa per uses empirical research to understand the consumer's reaction and make corresp nding conclusions, and then gives marketing Suggestions. The results show that the in t raction between income and discount presents a significant negative correlatio n between the two dimensions of the psychological gap (degree of regret and claim willi ngness).