The Mechanism of Information Salience on Time-Limited Promotional Product Detail Pages and Its Effect on Immediate Purchase Intention

With the widespread adoption of time-limited promotional strategies in mobile commerce, product detail pages have become a critical interface shaping consumers’ immediate decision-making. However, prior research has largely focused on the isolated effects of individual promotional cues, with limited attention to how multiple types of information salience jointly operate through differentiated psychological mechanisms within an integrated interface structure. Based on the limitations of existing studies, the present study investigates the mechanism through which information salience on time-limited promotional product detail pages influences immediate purchase intention. Guided by the AIDA decision-stage model, this study conceptualizes information salience as a multidimensional construct comprising time pressure salience, scarcity salience, value-anchoring salience, social-proof salience, and action-facilitating salience. Within the SOR framework, the Heuristic-Systematic Model is introduced to explain heterogeneous information-processing mechanisms occurring at the organism stage. Survey data were collected from 375 valid respondents under a standardized mobile shopping scenario, and the proposed model was empirically tested using confirmatory factor analysis, structural equation modeling, and Bootstrap mediation analysis. The results reveal clear differences in the operating paths of information salience. Time pressure salience and scarcity salience exert significant direct effects on immediate purchase intention, independent of perceived convenience. In contrast, value-anchoring salience, social-proof salience, and action-facilitating salience influence immediate purchase intention indirectly by enhancing perceived convenience. Perceived convenience thus plays a selective mediating role in the relationship between information salience and immediate purchase intention. This study provides an integrative perspective for understanding persuasive mechanisms in digital interfaces from an interdisciplinary standpoint. To this end, it adopts a holistic information-architecture perspective, this study elucidates a dual-path mechanism underlying the persuasive effects of information salience in time-limited promotional product detail pages. The findings contribute to a more nuanced theoretical understanding of digital interface persuasion and offer empirical guidance for optimizing information hierarchy and visual emphasis in promotional page design.