Earticle

초록

영어

We empirically examine e-market consumers’ heterogeneity in responding to sales promotion. As e-market users are exposed to frequent seller discounts online, they might become less attracted to such discounts. We find that there are two different types of consumers on the e-market, those who are strongly motivated by temporal seller discounts to buy their products (H_Sens group), and those who are less motivated by such discounts (L_Sens group). Platform-level promotions may work for H_Sens group to enhance their purchase intention, but not for L_Sens group. We also find that contemporaneous platform-level and seller-level promotions have a synergy effect on increase in sales. This might be because the platform promotion brings H_Sens consumers into the market, which is positively related to the effectiveness of seller promotion. Such synergy, however, depends on product categories, where search goods have a higher synergetic effect than experience goods.

목차

Abstract
Introduction
Literature Review
Data
Buyer-level Analysis
Model
Analysis Result
Seller-level Analysis
Discussion and Conclusion
Reference

키워드

저자

• Yiying Zhang [ Ph.D. Candidate in Information Systems Chinese University of Hong Kong ]
• Youngsok Bang [ Assistant Professor, School of Business Yonsei University ]
• Sangwon Kim [ Assistant Professor, Business School Chinese University of Hong Kong ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2025

• 십진분류

  KDC 325 DDC 658