Consumer reactions to price discounts across online shopping experiences. (November 2019)

• Record Type: Journal Article
• Authors: Sheehan, Daniel; Hardesty, David M.; Ziegler, Alexander H.; Chen, Haipeng (Allan)
• Is Part Of: Journal of retailing and consumer services. Volume 51(2019)
• Page Start: 129
• Page End: 138
• Publication Date: 2019-11
• Subjects: Price discounts -- Reference points -- Latitude of acceptance -- In-store decision-making -- Shopper marketing; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2019.06.001
• Languages: English
• ISSNs: 0969-6989

Abstract

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.