 Effect of dynamic promotion display on purchase intention: The moderating role of involvementZihe Chen and Dong Hong Zhu Journal of Business Research, 2022, vol. 148, issue C, 252-261 Abstract: Some studies have shown that dynamic information can attract attention and promote engagement, whereas others have found that it interferes with attention and negatively affects decisions. Currently, some online stores use dynamic displays to present promotional information on product pages. However, to the best of our knowledge no research has been conducted on how the dynamic display of promotional information affects purchase intentions. This study examined the link between dynamic promotion displays on online product pages and purchase intentions. Studies 1 and 2 proved that dynamic (vs. static) promotion displays reduced the purchase intention for high-involvement products, while the effect was not significant for low-involvement products. Studies 3A and 3B revealed that attention distraction played a mediating role in the negative effect. Study 4 showed that a negative effect existed in the low-scarcity condition, while it was reversed in the high-scarcity condition. Keywords: Dynamic display; Price promotion; Attention distraction; Involvement; Purchase intention; Scarcity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:148:y:2022:i:c:p:252-261 DOI: 10.1016/j.jbusres.2022.04.043 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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