중국 온라인 타임 세일이 실제 구매에 미치는 효과

• 영문명: Exploring the Effect of Online Time-Deals on Actual Purchase in China : An Empirical Study on JD.com
• 발행기관: 한국IT서비스학회
• 저자명: 왕맹맹(Mengmeng Wang) 민대환(Daihwan Min)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제19권 제2호, 11~21쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2020.04.30

영문 초록

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.

목차

1. Introduction

2. Background

3. Research Approach

4. Conclusion

References

키워드

Online Shopping E-Commerce Time-Deal Effect Promotion Purchase Behavior Special Time-Deal