Influence of Promotional Formats on Online Consumer Purchase Intention

Yi-Fen Chen, Ching-Hsiu Chen and Jing-Sian Lai
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Yi-Fen Chen: Department of International Business, College of Business, Chung Yuan Christian University, Taiwan
Ching-Hsiu Chen: Department of International Business, College of Business, Chung Yuan Christian University, Taiwan
Jing-Sian Lai: Ph. D. Program in Business, College of Business, Chung Yuan Christian University, Taiwan

International Journal of Innovation in the Digital Economy (IJIDE), 2022, vol. 13, issue 1, 1-21

Abstract: The rising popularity of online shopping, scholars to investigate how different promotional formats motivates online purchasing intention, and decisions. This study adopts the extant literature to investigate the effects of consumer value perceptions, product type, and brand familiarity on online purchasing intention through two experimental designs. Experiment Ⅰ manipulates 2(promotional formats: bonus pack/price discount)×2(consumer value perceptions: utilitarian value/hedonic value). Experiment Ⅱ manipulates 2(promotional formats: bonus pack/price discount)×2(product type: search product/experience product). Experiment Ⅲ manipulates the influence of 2(promotional formats: bonus pack/price discount) × 2(brand familiarity: high/low) on the purchasing intention. This study found that utilitarian consumer prefers price discounts, while hedonic consumer prefers a bonus pack. Further, the search for products with price discounts increases the purchase intention. This study offers promotion strategies for firms to stimulate online consumer purchase intention.

Date: 2022
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