Journal article
Consumer reactions to price discounts across online shopping experiences
Journal of retailing and consumer services, Vol.51, pp.129-138
11/01/2019
DOI: 10.1016/j.jretconser.2019.06.001
Abstract
Consumers generally encounter a multitude of price discounts during a single visit to a retailers’ website, yet past research has predominantly examined price discounts in a singular manner. We examine how the influence of a price discount’s magnitude on consumer purchase intentions evolves during an online shopping trip. In doing so, we demonstrate that a price discount’s magnitude is less predictive of consumers’ purchase intentions earlier, but it becomes more predictive later, during an online shopping trip. Thus, placing shallow price discounts early in a shopping visit may enhance the effectiveness of a firm’s portfolio of price discounts.
Details
- Title: Subtitle
- Consumer reactions to price discounts across online shopping experiences
- Creators
- Daniel Sheehan - University of KentuckyDavid M. Hardesty - University of KentuckyAlexander H. Ziegler - Wichita State UniversityHaipeng (Allan) Chen - University of Kentucky
- Resource Type
- Journal article
- Publication Details
- Journal of retailing and consumer services, Vol.51, pp.129-138
- Publisher
- Elsevier Ltd
- DOI
- 10.1016/j.jretconser.2019.06.001
- ISSN
- 0969-6989
- eISSN
- 1873-1384
- Language
- English
- Date published
- 11/01/2019
- Academic Unit
- Marketing
- Record Identifier
- 9984618639702771
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