Practice- and Policy-Oriented Abstract
This research investigates the economic value of the new and essential features of transportation network companies (TNCs) and the effectiveness of running a ...two-sided sales promotion to help introduce those new features. We estimate the marginal economic values generated by the features of passenger matching, order cancellation, and online pay, thus shedding light on the TNC app attributions and designs. We further find that drivers underperceive the values of those features initially and need more usage experience to correct the bias. This finding demonstrates the significant role of usage experience in alleviating bias from uncertainty and supports the common industry practice of enhancing usage experience during product introduction. Our study also shows that the substantial value of early promotion not only encourages current usage but also fosters learning that sustains drivers’ continued use of the app. Additional insights that, for example, cashback for passengers affects the decisions of drivers, and platform subsidy and bids from passengers might signal low quality of service can help the managers of newly introduced products better design sales promotions in a more effective way.
The mobile app of a transportation network company (TNC) has reshaped the taxi business model by providing new features and allowing the TNC platform to run a diverse two-sided sales promotion to help introduce those new features. We investigate the economic value of this app and how drivers build an initial preference for passenger matching, the cancellation feature, and online pay as well as how a two-sided sales promotion affects drivers’ willingness to use the TNC app. We estimate a structural model of drivers’ decisions to accept orders and to cancel generated orders and their perception of passengers’ willingness to utilize a sales promotion. Bayesian learning processes are introduced to account for drivers’ learning new features. We find evidence of the economic value of new features on a TNC app and drivers’ learning about the value of those features. Our results show that a platform subsidy and bids from passengers might signal low quality of service, and that platform cashback to passengers has a positive effect on drivers by increasing drivers’ chances of being rewarded. Our results further indicate that the substantial value of early promotion not only encourages current usage but also fosters learning that sustains drivers’ continued use of the app, and show how cashback for passengers affects the decisions of drivers. Finally, our policy simulations show improved performance with regard to drivers’ willingness to use the app as well as its cost effectiveness.
Encouraging consumers to participate in green consumption is a significant means for improving environmental issues. Thus, we investigated the impact of matching promotion type (discounts vs. ...premiums) with purchase types (material vs. experiential) on green consumption. Furthermore, we explored the mediating role of green trust in this relationship. Three online experiments were conducted, with a final sample size of 622 individuals. The study findings suggest that premium promotions are more effective in enhancing green purchase intentions when matched with experiential purchases, while discount promotions are more effective in increasing green purchase intentions when aligned with material purchases. Moreover, the observed effects on green purchase intentions are mediated by green trust. This study contributes to the literature on sales promotion and green consumption, and offers practical implications for providers of green products when designing marketing strategies.
•For experiential purchases, premium promotions can enhance green consumption.•For material purchases, discount promotions can increase green consumption.•The above effects on green consumption are mediated by green trust.
The purpose behind the development of this research article is to assess the impact of sales promotions benefits on consumer perceived value and examine the moderating effect of product categories on ...the relation between sales promotions, their benefits, and consumer perceived value. The study used a sample of 400 consumers from India and ‘Structure Equation Modelling’ technique is applied to evaluate the research assumption. Finally, the moderating effect of the product category is evaluated by utilizing ‘Multi-Group Analysis' technique. Research findings reveal that the product category moderates the consumer's perceived value for hedonic and utilitarian benefits of sales promotion tools. It is found that utilitarian benefits of sales promotion have more impact on consumer perceived value in the context of personal care product while hedonic benefits are having more impact on consumer perceived value in the context of food products. A sales promotion plan can be made more effective when it is hedonic benefit oriented in the case of food products and utilitarian benefit oriented in the case of personal care products. The findings of this research can be useful for marketers to develop an effective sales promotion strategy considering the category wise differential impact of sales promotions benefits.
This article attempts to analyse the changes occurred in the behaviour of the customer for online buying of fashion products. The prime objective of this study is to bridge the gap by contributing to ...the literature about the impact of pandemic on consumer buying tendencies for fashion industry. This study proposes a model for impulse buying of fashion apparel based on consumers’ shopping behaviour during COVID-19 pandemic. The conceptual model was developed using stimulus organism response (S-O-R) theory using fashion involvement (FI), hedonic shopping value (HSV) and sales promotion (SP) as independent variables, positive emotions (PE) as a mediating variable and impulse buying (IB) as a dependent variable. The data was collected from 569 respondents from central Indian region, the collected data was analysed using PLS-SEM 3 software. The importance performance map analysis (IPMA) was used to understand the accurate performance of variables. The result shows the significant and positive impact of HSV and PE on IB, unlike FI and SP which were not showing significant impact. Moreover, PE is a significant mediator in the relationship of the constructs. This study contributes by providing original insights into the IB literature. The analyses of IPMA will help the fashion industry to rebound after COVID-19.
In the present study we investigate whether various types of sales promotions together with hedonic shopping motivation (value shopping) and positive affect drive impulse buying. The study further ...explores the moderation impact of trait constructs viz deal proneness and impulsive buying tendency in impulse buying. In our research, sales promotion tools are classified into four categories namely, (a) monetary-immediate (MI), (b) non-monetary-immediate (NMI), (c) monetary-delayed (MD) and (d) non-monetary delayed (NMD) types of sales promotions. Data were analysed using SEM. Results revealed that out of the four categories of promotional tools only MI and NMI drive impulse buying. Each of MI, NMI, MD and NMD is found to be related to positive affect whereas MI, NMI and NMD impact value shopping but MD does not. The role of IBT and DP as moderators has been evident. The study has significant theoretical as well as managerial implications. Test of mediation confirmed the role of urge to buy as mediator.
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Perilaku belanja penduduk Indonesia saat ini mulai beralih dari pasar tradisional ke pasar modern. Perpindahan ini juga disebabkan oleh kenaikan perekonomian indonesia dan meningkatnya pendapatan ...masyarakat. Salah satu prilaku konsumen di indonesia yaitu Impulse buying. Beberapa faktor yang menyebabkan impulse buying adalah sales promotion dan store atmosphere. Penelitian ini bertujuan untuk mengetahui pengaruh sales promotion dan store atmosphere terhadap impulse buying. Populasi dalam penelitian ini adalah konsumen dari Chandra Super Store di kota Bandar Lampung. Teknik sampling yang digunakan dalam penelitian ini adalah non probability sampling dengan menggunakan metode purposive sampling dengan jumlah sampel sebanyak 100 responden. Metode pengumpulan data dengan menggunakan metode kuesioner. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukan bahwa sales promotion dan store atmosphere berpengaruh positif dan signifikan terhadap impulse buying
Studies on impulsive buying signify sales promotion and hedonic shopping motivation as antecedents of impulsive buying behavior during the shopping festival. The availability of different payment ...methods, such as credit cards and cash on delivery, can make consumers more impulsive. Despite the potential effect of payment methods on impulsive buying behavior, only a few studies are looking at this variable. Hence, this study aims to examine the moderated-mediation effect of attitude toward shopping festivals and cash-on-delivery payment methods in the relationship between sales promotion, hedonic shopping motivation, and impulsive buying behavior. Purposive sampling was applied to select samples that resulted in 210 valid responses. Data were analyzed using PLS-SEM that indicated an indirect effect of the perceived low price on impulsive buying behavior through attitude toward sales promotion during online shopping festivals. Other elements related to sales promotion such as perceived perishability and scarcity did not affect attitude toward sales promotion and impulsive buying behavior. In contrast, hedonic shopping motivation had a direct effect on the impulsive buying behavior and an indirect effect via attitude towards sales promotion. Our finding only supported the moderating role of cash on delivery payment method in the relationship between hedonic shopping motivation and impulsive buying behavior. These findings provide insights to businesses in applying for sales promotion and utilizing customers’ hedonic shopping motivation to maximize their sales during the shopping festival.
Seeding as Part of the Marketing Mix Dost, Florian; Phieler, Ulrike; Haenlein, Michael ...
Journal of marketing,
03/2019, Letnik:
83, Številka:
2
Journal Article
Recenzirano
Odprti dostop
Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-moving consumer goods (FMCG) companies. In addition to making large investments in advertising and sales ...promotions, these firms now encourage seed agents or microinfluencers to discuss brands with friends and acquaintances to create further value. It is thus critical to understand how an FMCG seeding program interacts with traditional marketing tools when estimating the effectiveness of such efforts. However, the issue is still underexplored. The authors present the first empirical analysis of this question using a rich data set collected on four brands from various European FMCG markets. They combine advertising and sales promotion data from FMCG brand managers with sales and retail variables from market research companies as well as firm-created word-of-mouth variables from SMC agencies. The authors analyze the data using several approaches, confronting challenges of endogeneity and multicollinearity. They consistently find that firm-created word of mouth through SMC programs interacts negatively with all tested forms of advertising but positively with promotional activities. This phenomenon has significant implications for understanding the utility of SMCs and how they should be managed. The analysis implies that SMCs may increase total sales by approximately 3%–18% throughout the campaigns.
With the emergence of new transport technologies, ride-hailing services have become increasingly popular around the world in recent years. Particularly in developing countries where public transport ...(PT) systems are normally poor due to the lack of investment, these services have become more prevalent as they are considered as a form of PT mode. Thus, understanding the loyalty intention of ride-hailing passengers is important as it is seen to be a prime determinant of long-term financial performance. Additionally, the operation of these services can increase urban mobility, which can lead to an increase in local spending and government revenue. The aim of this study is to understand better the complexities of factors influencing ride-hailing passenger satisfaction and loyalty intention. The data collected by surveying 559 ride-hailing passengers in Vietnam was analysed using a Partial Least Squares - Structural Equation Modelling (PLS-SEM) approach. The findings show that three factors including perceived benefits of the booking app, perceived sales promotion and perceived service quality have direct influences on passenger satisfaction and loyalty in which perceived service quality is more important than the other factors. Insight into the perceptions of passengers provides ride-hailing firms and even their competitors (traditional taxi services) with managerial implications aiming to maintain and increase patronage.
This study presents the first field investigation of the sales impact of cause-related marketing promotions (CMPs) in retail settings. Whereas prior work primarily studies CMPs in simplified ...experimental settings, actual fast-moving consumer goods markets are considerably more complex; ergo, consumers are unlikely to consider and evaluate all brands and CMPs in detail. In this analysis based on 63 CMPs across 20 categories, the authors therefore investigate the short-term sales impact of CMPs as a function of the brand and category context in which they are executed. On average, CMPs run 11 weeks and donate 3.2% of product price, resulting in an average sales lift of 4.9% per week. The findings suggest that a necessary precondition for CMP success is that consumers notice it at the point of sale and hence have considered the CMP brand for reasons other than the CMP itself. Accordingly, the sales impact of CMP can more than double when the category assortment is smaller, the category has less price dispersion, the brand is a category leader, or the brand is priced below the category average. Brands operating in less favorable market conditions can still achieve above-average CMP impact by combining CMPs with price promotions to ensure consumer consideration.
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