A Study of the Effectiveness of Online Scarce Promotion--Based on the Comparison of Planned Buying and Unplanned Buyingi

摘要：

　　Promotion can stimulate consumers unplanned buying which is regarded as the main source of sales growth,however,it may increase consumers planned buying shortfall as well.On one hand,online scarce promotion more significantly influences consumers unplanned buying and planned buying shortfall; On the other hand,frequent and continuing online promotion weakens its marginal performance.Under such circumstance,it becomes imperative for us to ascertain whether online scarce promotion can contribute to the growth of consumers purchases by comparing the effect of online scarce promotion on planned buying and unplanned buying.Our empirical analysis shows that online scarce promotion can decrease consumers planned buying shortfall,and also increase consumers unplanned buying,thus adding to consumers actual buying relative to their intended purchases.

关键词： online scarce promotion planned buying shortfall unplanned buying

作者: Xishu Zheng Nian Liu Li Zhao

作者单位: School of Business Administration, Zhongnan University of Economics and Law, China School of Information, Guizhou University of Finance and Economics, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 247-257

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）