A Study of the Effectiveness of Online Scarce Promotion - Based on the Comparison of Planned Buying and Unplanned Buying
نویسندگان
چکیده
Promotion can stimulate consumer’s unplanned buying which is regarded as the main source of sales growth, however, it may increase consumer’s planned buying shortfall as well. On one hand, online scarce promotion more significantly influences consumer’s unplanned buying and planned buying shortfall; On the other hand, frequent and continuing online promotion weakens its marginal performance. Under such circumstance, it becomes imperative for us to ascertain whether online scarce promotion can contribute to the growth of consumer’s purchases by comparing the effect of online scarce promotion on planned buying and unplanned buying. Our empirical analysis shows that online scarce promotion can decrease consumer’s planned buying shortfall, and also increase consumer’s unplanned buying, thus adding to consumer’s actual buying relative to their intended purchases.
منابع مشابه
Online Buying Behavior among University Students: A Cross Cultural Empirical Analysis
Internet users all over the world are increasing day by day and showing great interest for online shopping. The main reason for the high usage of the internet is the affordable price of mobile gadgets and low internet tariff plans. Consumer behavior is influenced by various factors such as culture, social class, reference groups relationship, family, income level and income independency, age, g...
متن کاملBuying Group Design Considering the Member’s Interest
Enhancing the speed and competition in an exhibition of services and products motivated the companies to provide high-quality products to the customers. One of the effective strategies to reach these goals is to create working groups. These groups can help the companies to improve the quality and exposure of their services along with reducing the costs. This approach is applicable in the health...
متن کاملThe Dark Side of Consumer–Brand Relationship: Do Ideal Self-Congruence, Brand Attachment and Personality Factors Affect Negative Consumer Behaviors?
The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS ...
متن کاملSupplier Development Activities and Buying Firm’s Performance: An Empirical Investigation of Iranian SMEs
This study attempts to investigate the major antecedent factors that influence manufacturing SMEs intentions toward the implementation of supplier development activities in Iranian SMEs. In order to achieve this objective, the research constructs were developed. The conceptual framework underlying this study was based on the theories of supplier development activities and social capital. These...
متن کاملIRHM: Inclusive Review Helpfulness Model for Review Helpfulness Prediction in E-commerce Platform
Online reviews have become essential aspect in E-commerce platforms due to its role for assisting customers’ buying choices. Furthermore, the most helpful reviews that have some attributes are support customers buying decision; therefore, there is needs for investigating what are the attributes that increase the Review Helpfulness (RH). This research paper proposed novel model called inclusive ...
متن کامل