The impact of changes in sales promotion depth on consumers' purchase intentions in an e-commerce environment

被引：0

作者：

Hu, Mingyao ^{[1
]}

Chaudhry, Peggy E. ^{[2
]}

Chaudhry, Sohail S. ^{[2
]}

Han, Huawei ^{[1
]}

Li, Kai ^{[1
]}

Wang, Zhenping ^{[1
]}

Zhao, Guanliang ^{[3
]}

机构：

[1] Beijing Univ Posts & Telecommun, Sch Modern Post, Sch Automat, Beijing, Peoples R China

[2] Villanova Univ, Villanova Sch Business, Dept Management & Operat, Villanova, PA 19085 USA

[3] Beijing Univ Posts & Telecommun, Inst Informat Photon & Opt Commun, Beijing, Peoples R China

来源：

ENTERPRISE INFORMATION SYSTEMS | 2024年 / 18卷 / 06期

关键词：

Sales promotion depth; perceived attractiveness; purchase intention; e-commerce; WORD-OF-MOUTH; MODERATING ROLES; INACTION INERTIA; PRICE; BEHAVIOR;

D O I：

10.1080/17517575.2024.2345105

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Variations in sales promotion in e-commerce impact online purchase decisions. Managers of e-commerce marketplaces must comprehend the effects of sales deviations on purchase decisions. We categorize sales promotion changes as either recognisable or unrecognisable to the consumer. We used the stimulus-organization-response model to assess the influence of diverse sales promotions influence consumer purchase decisions via the perceived attractiveness of the product. Using data from 587 online consumers we discovered distinct impacts between recognisable and unrecognisable changes on perceived attractiveness and purchase intention. Additionally, product value moderates these effects. Current research provides valuable insights with interesting theoretical and managerial implications.

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页数：21

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