“FREE SHIPPING” OR “DOLLAR OFF”? THE MODERATING EFFECTS OF LIST PRICE AND E-SHOPPING EXPERIENCE ON CONSUMER PREFERENCE FOR ONLINE DISCOUNT

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2018-06-01 DOI:10.7903/IJECS.1542

Shimi Naurin Ahmad, Michael A. Callow

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引用次数: 6

Abstract

The use of online shopping has grown exponentially over the last decade. Although traditional and internet shopping behaviors are similar in some ways, there are some significant differences. To this end, this paper investigates the role of different types of pricing discounts in shaping consumer evaluations when shopping online. In particular, we examine the moderating effects of the list price value and online shopping experience on the consumer evaluation of “free shipping” and “dollar off” discounts. Past research suggests that the free shipping offer will be more attractive than the dollar-off offer when they are of the same economic value. This study contributes to our understanding of research by examining the moderating effects of changes in list price and the consumers’ online shopping experience. The results of the quasi-experimental design suggests that the free shipping offer works better than a dollar-off discount for lower-priced goods, but there is no difference between the two for higher-priced goods. Additionally, seasoned online shoppers are more receptive to both types of pricing discounts, no matter the list price, than are novice online shoppers. To cite this document: Shimi Naurin Ahmad and Michael Callow, " FREE SHIPPING” OR “DOLLAR OFF”? THE MODERATING EFFECTS OF LIST PRICE AND E-SHOPPING EXPERIENCE ON CONSUMER PREFERENCE FOR ONLINE DISCOUNT ", International Journal of Electronic Commerce Studies, Vol.9, No.1, pp.55-70, 2018. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1542

查看原文本刊更多论文

“免费送货”还是“一元折扣”?标价和网购体验对消费者网上折扣偏好的调节作用

网上购物的使用在过去十年中呈指数级增长。尽管传统和网络购物行为在某些方面是相似的，但也有一些显著的差异。为此，本文研究了不同类型的定价折扣在塑造消费者在线购物评价中的作用。特别是，我们研究了目录价格价值和在线购物体验对消费者对“免运费”和“一元折扣”折扣的评价的调节作用。过去的研究表明，在经济价值相同的情况下，免费送货比折扣更有吸引力。本研究通过考察标价变化和消费者在线购物体验的调节作用，有助于我们对研究的理解。准实验设计的结果表明，对于低价商品，免费送货比1美元折扣更有效，但对于高价商品，两者没有区别。此外，与新手相比，经验丰富的网购者更容易接受这两种类型的价格折扣，不管标价是多少。引用这个文件:Shimi Naurin Ahmad和Michael Callow，“免费送货”还是“美元优惠”?商品价格对消费者网络购物偏好的影响研究”，《国际电子商务研究》，第9卷第1期，2018年。此文档的永久链接:http://dx.doi.org/10.7903/ijecs.1542

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.