What type of online sales promotion do airline users prefer? Analysis of the moderating role of users’ online experience level




  • handle:  10670/1.ezs9d9
  • (Revista) ISSN 2182-8458
  • (Revista) ISSN 2182-8466

LICENCIA DE USO: Los documentos a texto completo incluidos en Dialnet son de acceso libre y propiedad de sus autores y/o editores. Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. Más información: https://dialnet.unirioja.es/info/derechosOAI | INTELLECTUAL PROPERTY RIGHTS STATEMENT: Full text documents hosted by Dialnet are protected by copyright and/or related rights. This digital object is accessible without charge, but its use is subject to the licensing conditions set by its authors or editors. Unless expressly stated otherwise in the licensing conditions, you are free to linking, browsing, printing and making a copy for your own personal purposes. All other acts of reproduction and communication to the public are subject to the licensing conditions expressed by editors and authors and require consent from them. Any link to this document should be made using its official URL in Dialnet. More info: https://dialnet.unirioja.es/info/derechosOAI


Airline sales promotion price discount free gift Internet experience

Cite this document

Esmeralda Crespo Almendros et al., « What type of online sales promotion do airline users prefer? Analysis of the moderating role of users’ online experience level », Dialnet - Artículos de revista, ID : 10670/1.ezs9d9


Share / Export

Abstract 0

The aim of the present research is to assess which type of online promotional incentive (monetary or non-monetary) is the most effective at achieving purchase intention for airline tickets, depending on the user’s level of Internet experience (characterized as novice, moderate, or expert user). A Univariate General Linear Model is conducted, using data obtained from an experimental design with two levels: monetary online sales promotion and non-monetary online sales promotion. The findings indicate that in the case of acquiring an airline ticket online, monetary incentives are more appealing to novice Web users, while non-monetary incentives are preferred by expert users. The present study breaks new ground in that it examines, in the travel sector, the effectiveness of online sales promotions at prompting the individual to purchase online, in a comparative analysis based on online sales incentive type (monetary vs. non-monetary). The work contributes to the literature on the online travel sector by analyzing how the user’s level of Web experience affects the effectiveness of each type of online sales promotion.

From the same authors

On the same subjects

Similar documents