Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement

Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement

Abstract: As a key marketing tool, online sales promotion has been widely used by online retailers to increase sales of products and brands. Most previous researches on online sales promotion have ignored the effect of consumers’ psychological factors and the heterogeneity of product and c...

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Autores principales: Liu,Qihua, Zhang,Xiaoyu, Huang,Shan, Zhang,Liyi, Zhao,Yang
Lenguaje:English
Publicado: Universidad de Talca 2020
Materias:
Temporal distance
Social distance
Product involvement
Purchase decision involvement
Online sale promotion
Double 11 promotion
Online purchase behavior
Acceso en línea:http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100106
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spelling oai:scielo:S0718-187620200001001062019-12-17Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and InvolvementLiu,QihuaZhang,XiaoyuHuang,ShanZhang,LiyiZhao,Yang Temporal distance Social distance Product involvement Purchase decision involvement Online sale promotion Double 11 promotion Online purchase behavior Abstract: As a key marketing tool, online sales promotion has been widely used by online retailers to increase sales of products and brands. Most previous researches on online sales promotion have ignored the effect of consumers’ psychological factors and the heterogeneity of product and consumers. The purpose of this study is to examine the role of psychological distance and involvement on consumers’ buying behavior in large online promotion activities. The research model was examined using empirical analysis of data obtained from consumer surveys after the Double 11 promotion. Our results indicate that temporal distance has positive impact on purchase decision of high involvement products, while having negative impact on purchase decision of low involvement products. Social distance has negative impact on consumers’ purchase decision. Temporal distance is positively associated with consumers’ purchase-decision involvement, and then purchase-decision involvement positively impacts consumers’ total consumption. Social distance has no impact on consumers’ purchase decision involvement. These findings not only advance the understanding of the role of psychological distance and involvement in online sales promotion but also offer implications regarding strategies that online retailers can employ to publish their promotions at different times and encourage consumers more to share promotional information among their friends.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.15 n.1 20202020-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100106en10.4067/S0718-18762020000100106
institution Scielo Chile
collection Scielo Chile
language English
topic Temporal distance
Social distance
Product involvement
Purchase decision involvement
Online sale promotion
Double 11 promotion
Online purchase behavior
spellingShingle Temporal distance
Social distance
Product involvement
Purchase decision involvement
Online sale promotion
Double 11 promotion
Online purchase behavior
Liu,Qihua
Zhang,Xiaoyu
Huang,Shan
Zhang,Liyi
Zhao,Yang
Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement
description Abstract: As a key marketing tool, online sales promotion has been widely used by online retailers to increase sales of products and brands. Most previous researches on online sales promotion have ignored the effect of consumers’ psychological factors and the heterogeneity of product and consumers. The purpose of this study is to examine the role of psychological distance and involvement on consumers’ buying behavior in large online promotion activities. The research model was examined using empirical analysis of data obtained from consumer surveys after the Double 11 promotion. Our results indicate that temporal distance has positive impact on purchase decision of high involvement products, while having negative impact on purchase decision of low involvement products. Social distance has negative impact on consumers’ purchase decision. Temporal distance is positively associated with consumers’ purchase-decision involvement, and then purchase-decision involvement positively impacts consumers’ total consumption. Social distance has no impact on consumers’ purchase decision involvement. These findings not only advance the understanding of the role of psychological distance and involvement in online sales promotion but also offer implications regarding strategies that online retailers can employ to publish their promotions at different times and encourage consumers more to share promotional information among their friends.
author Liu,Qihua
Zhang,Xiaoyu
Huang,Shan
Zhang,Liyi
Zhao,Yang
author_facet Liu,Qihua
Zhang,Xiaoyu
Huang,Shan
Zhang,Liyi
Zhao,Yang
author_sort Liu,Qihua
title Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement
title_short Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement
title_full Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement
title_fullStr Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement
title_full_unstemmed Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement
title_sort exploring consumers’ buying behavior in a large online promotion activity: the role of psychological distance and involvement
publisher Universidad de Talca
publishDate 2020
url http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100106
work_keys_str_mv AT liuqihua exploringconsumers8217buyingbehaviorinalargeonlinepromotionactivitytheroleofpsychologicaldistanceandinvolvement
AT zhangxiaoyu exploringconsumers8217buyingbehaviorinalargeonlinepromotionactivitytheroleofpsychologicaldistanceandinvolvement
AT huangshan exploringconsumers8217buyingbehaviorinalargeonlinepromotionactivitytheroleofpsychologicaldistanceandinvolvement
AT zhangliyi exploringconsumers8217buyingbehaviorinalargeonlinepromotionactivitytheroleofpsychologicaldistanceandinvolvement
AT zhaoyang exploringconsumers8217buyingbehaviorinalargeonlinepromotionactivitytheroleofpsychologicaldistanceandinvolvement
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