| dc.description.abstract | Limited sales items refer to products with limited quantity and deep discounts, which may be particularly attractive to consumers with high openness to experience, high consumer innovativeness, and high expectation of sales. Openness to experience refers to the degree of openness to new things, with richness in imagination, wide range of interests, curiosity, etc., Consumer innovativeness refers to the degree to which people are willing to try or buy new items. Expectation of sales refers to the extent to which consumers expect the shopping results before shopping, formed based on past purchasing experience and knowledge of specific items, services, and events. As limited sales items are not always available, purchase intention influenced by consumers high on the above-mentioned traits may be influenced by sport shopping. Sport shopping means that consumers improve their shopping skills and proficiency by deliberately and continuously collecting shopping-related information to have a greater chance of getting goods with great discounts. They may have emotions hinged on the shopping results, which will further affect their shopping behavior. If the task is not completed, they will develop athlete-like behavior and continue to strengthen his shopping skills; or if the task is successfully completed, he will feel triumphant and proud. Therefore, this study explores the relationship between openness to experience, consumer innovativeness, and expectation of sales on purchase intention of limited sales items through an online questionnaire, and whether sport shopping mediates this relationship. It shows they are all positively correlated with the purchase intention, and the sport shopping has a mediating effect. | en_US |