Consumer reactions to price discounts across online shopping experiences
Hardesty, David M.
Ziegler, Alexandre H.
Chen, Haipeng (Allan)
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Daniel Sheehan, David M. Hardesty, Alexander H. Ziegler, Haipeng (Allan) Chen, Consumer reactions to price discounts across online shopping experiences, Journal of Retailing and Consumer Services, vol. 51, 2019, pp 129-138
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.
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