An exploratory study of sales promotions for multichannel holiday shopping
An exploratory study of sales promotions for multichannel holiday shopping
复制标题
多渠道假日购物促销的探索性研究
DOI：
10.1108/09590550910988048
复制
发表时间：
2009
影响因子：
4.4
通讯作者：
K. Kwon
中科院分区：
文献类型：
--
作者：
Hyunjoo Oh;K. Kwon
目的-本文的目的是探讨消费者如何应对价格促销在商店和互联网渠道在假日季节。由于假日购物一直被认为是促销密集型的，多渠道购物正在增加，因此了解消费者对这两种不同渠道的价格促销是否有不同的反应是很重要的。本文旨在研究是否价格促销的程度，消费者认为在网上和线下渠道，他们对这种价格促销的敏感性影响他们的假期消费在每个渠道。设计/方法/方式-一个公众电话调查，收集数据在2006年12月。使用随机抽样在佛罗里达，共收集了501个响应。结果-总体而言，研究结果支持在假期期间的价格促销活动的有效性。这种对商店价格促销的广泛做法的认识可以鼓励离线假日消费;额外的...
Purpose – The purpose of this paper is to explore how consumers respond to price promotions in stores and on internet channels during a holiday season. Since holiday shopping has long been considered promotion intensive and multichannel shopping is increasing, it is important to understand whether consumers respond differently to price promotions from these two different channels. The paper aims to examine whether the extent of price promotions that consumers perceive in online and offline channels and their sensitivity to such price promotions influences their holiday spending in each channel.Design/methodology/approach – A public telephone survey was conducted to collect data during the month of December 2006. Using random sampling in Florida, a total of 501 responses were collected.Findings – Overall, the findings support the effectiveness of price promotions during holiday periods. Such awareness of the extensive practice of price promotions at stores can encourage holiday spending offline; additional...