Investigating discounting of discounts in an online context: The mediating effect of discount credibility and moderating effect of online daily deal promotions

被引：36

作者：

Carlson, Jeffrey R. ^{[1
]}

Kukar-Kinney, Monika ^{[1
]}

机构：

[1] Univ Richmond, Robins Sch Business, Richmond, VA 23173 USA

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2018年 / 41卷

关键词：

Discounting of discounts; Price promotions; Daily deals; Discount credibility; CONSUMER PERCEPTIONS; PRICE; RESPONSES;

D O I：

10.1016/j.jretconser.2017.12.006

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research sheds light on the theoretical mechanism behind consumer discounting of discounts and extends it to the online daily deals context. Based on advertising and behavioral pricing research, we develop and empirically test a conceptual model of the effects of discount level on consumer perceptions of discount credibility, the extent of discounting of discounts, and change in purchase intentions for online daily deal promotions as compared with price promotions offered directly by online stores. The findings offer important managerial recommendations for retailers and daily deal managers with respect to utilizing direct online price promotions and daily deal promotions.

引用

页码：153 / 160

页数：8

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