Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement
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1 janvier 2020
- handle: 10670/1.zs54t0
Ce document est lié à :
10.4067/S0718-18762020000100106
info:eu-repo/semantics/openAccess
Mots-clés
Temporal distance Social distance Product involvement Purchase decision involvement Online sale promotion Double 11 promotion Online purchase behaviorSujets proches
Products, Manufactured Manufactured goods Products Manufactured products Animal behavior Habits and behaviorCiter ce document
Qihua Liu et al., « Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement », Journal of Theoretical and Applied Electronic Commerce Research, ID : 10670/1.zs54t0
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Résumé
: As a key marketing tool, online sales promotion has been widely used by online retailers to increase sales of products and brands. Most previous researches on online sales promotion have ignored the effect of consumers’ psychological factors and the heterogeneity of product and consumers. The purpose of this study is to examine the role of psychological distance and involvement on consumers’ buying behavior in large online promotion activities. The research model was examined using empirical analysis of data obtained from consumer surveys after the Double 11 promotion. Our results indicate that temporal distance has positive impact on purchase decision of high involvement products, while having negative impact on purchase decision of low involvement products. Social distance has negative impact on consumers’ purchase decision. Temporal distance is positively associated with consumers’ purchase-decision involvement, and then purchase-decision involvement positively impacts consumers’ total consumption. Social distance has no impact on consumers’ purchase decision involvement. These findings not only advance the understanding of the role of psychological distance and involvement in online sales promotion but also offer implications regarding strategies that online retailers can employ to publish their promotions at different times and encourage consumers more to share promotional information among their friends.