The impact of changes in sales promotion depth on consumers’ purchase intentions in an e-commerce environment

ABSTRACT

Variations in sales promotion in e-commerce impact online purchase decisions. Managers of e-commerce marketplaces must comprehend the effects of sales deviations on purchase decisions. We categorize sales promotion changes as either recognisable or unrecognisable to the consumer. We used the stimulus-organization-response model to assess the influence of diverse sales promotions influence consumer purchase decisions via the perceived attractiveness of the product. Using data from 587 online consumers we discovered distinct impacts between recognisable and unrecognisable changes on perceived attractiveness and purchase intention. Additionally, product value moderates these effects. Current research provides valuable insights with interesting theoretical and managerial implications.

KEYWORDS:

• Sales promotion depth
• perceived attractiveness
• purchase intention
• e-commerce

Acknowledgments

The authors gratefully acknowledge the support of the Research Innovation Fund for College Students of Beijing University of Posts and Telecommunications, and the Social Science Youth foundation of Ministry of Education of China (Grant No: 20YJC630054). The research of the Peggy Chaudhry and Sohail Chaudhry was supported through research sabbaticals from Villanova University.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The work was supported by the Research Innovation Fund for College Students of Beijing University of Posts and Telecommunications Social Science Youth foundation of Ministry of Education of China [20YJC630054]; Villanova University Research Sabbaticals.