The Effectiveness of Online Sales Promotion under Different Shopping Experience
Online sales promotion are getting more and more popular among the shopping websites and online retailers. However, it is not clear whether the online promotion activities can influence the purchasing intention of consumers with different online shopping experience. A study based on Chinese main online shopping websites shows that the consumers shopping experience has significant influence on online purchasing intention under different promotion activities. Moreover, consumers with different online shopping experience prefer different sales promotion activities.
online shopping online sales promotion online shopping experience
Li Zhao Jinghua Wen
College of Information Guizhou University of Finance and Economics Guiyang, 550005,China
国际会议
太原
英文
334-337
2010-10-22（万方平台首次上网日期，不代表论文的发表时间）