Exploring the Effect of Online Time-Deals on Actual Purchase in China : An Empirical Study on JD.com
DC Field | Value | Language |
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dc.contributor.author | WANG, MENGMENG | - |
dc.contributor.author | 민대환 | - |
dc.date.accessioned | 2022-03-24T03:40:17Z | - |
dc.date.available | 2022-03-24T03:40:17Z | - |
dc.date.created | 2022-03-23 | - |
dc.date.issued | 2020-04 | - |
dc.identifier.issn | 1975-4256 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/83796 | - |
dc.description.abstract | This study explores the effect of time-deals, i.e., online promotions with time limit. Recently many online/mobile shopping sites in China utilize so called hot deal marketing technique for a short duration at a specific time. The purpose of “time-deals” is to attract online shoppers with deep discounted price and induce consumers to purchase items. This paper examines the effect of time-deals on sales volume, firstly by comparing the sales volume of time-deal days with that of no time-deal days and secondly by comparing the sales volume of days before and after two types of time deals, usual time-deals and special time-deals,Although some prior research studied the role of time-deals in promoting consumers’ purchase behavior, most used the experimental approach by building mock-up shopping sites and asking participants purchase intention. However, purchase intention does not always result in purchase behavior. This study extracted actual purchase data for four items on time-deals from an online shopping site in China. A comparison of sales volumes on time-deal days with no time-deal days has shown the significant difference in the sales volumes. This finding confirms the positive effect of time-deals on purchase behavior. This study has also found that special time-deals soak up near-future demands in advance and lower the sales after the special time-deal event, although there is no significant difference in sales before and after usual time-deals. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | 한국IT서비스학회 | - |
dc.relation.isPartOf | 한국IT서비스학회지 | - |
dc.title | Exploring the Effect of Online Time-Deals on Actual Purchase in China : An Empirical Study on JD.com | - |
dc.title.alternative | 중국 온라인 타임 세일이 실제 구매에 미치는 효과 : 징동닷컴에 대한 실증 연구 | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.description.journalClass | 2 | - |
dc.identifier.doi | 10.9716/KITS.2020.19.2.011 | - |
dc.identifier.bibliographicCitation | 한국IT서비스학회지, v.19, no.2, pp.11 - 21 | - |
dc.identifier.kciid | ART002583038 | - |
dc.description.isOpenAccess | N | - |
dc.citation.endPage | 21 | - |
dc.citation.startPage | 11 | - |
dc.citation.title | 한국IT서비스학회지 | - |
dc.citation.volume | 19 | - |
dc.citation.number | 2 | - |
dc.contributor.affiliatedAuthor | WANG, MENGMENG | - |
dc.subject.keywordAuthor | Online Shopping | - |
dc.subject.keywordAuthor | E-Commerce | - |
dc.subject.keywordAuthor | Time-Deal Effect | - |
dc.subject.keywordAuthor | Promotion | - |
dc.subject.keywordAuthor | Purchase Behavior | - |
dc.subject.keywordAuthor | Special Time-Deal | - |
dc.description.journalRegisteredClass | kci | - |
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