Paper Title
The Impact of Perceived Risk on Purchase Intention under Different Promotion Methods Based on the SOR Model: A Case Study of Domestic suncream Cosmetics in China

Abstract
Chinese consumers are experiencing a shift from survival-development-oriented consumption to development-pleasure-oriented consumption, which presents a rare development opportunity for many consumer goods manufacturers. A well-executed promotional strategy can greatly enhance a brand's market performance. This research focuses on sun cream and analyzes the attitudes of Chinese female university students, a group representative of the latest consumer trends, toward different promotional strategies. The study divided 400 respondents into four groups based on different promotional strategies and used an Multiple Linear Regression to analyze how these strategies influence consumers' purchase intentions by affecting perceived risk, along with conducting inter-group comparisons. The research found that discounts had the most significant impact on purchase intention, followed by cash back, gift, and lottery. Additionally, the study demonstrated that the promotional strategy-perceived risk-purchase intention pathway is valid, but the extent to which each promotion method affects perceived risk varies. Furthermore, lottery and discount were found to be moderated by consumer habits. Based on these findings, the following recommendations are made for sun cream sellers: 1.Prioritize discount and cashback as promotion methods. 2. Reduce consumers' perceived risk during promotions. 3.Develop detailed consumer profiles and adopt specific promotional strategies for different target groups. Keywords - Perceived Risk, Promotion Method, Purchase Intention.