时间间隔和促销来源对网络购物不作为惯性的影响

Proceedings of the 8th Multidisciplinary International Social Networks Conference Pub Date : 2021-11-15 DOI:10.1145/3504006.3504007

Ying-Feng Kuo, Tso-Hao Shen, Wen-Chen Lin

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引用次数: 1

摘要

本研究通过网络实验，考察了错过一次较好的促销活动和当前较不吸引人的促销活动之间的时间间隔和促销来源对网上购物不作为惯性的影响。结果表明:网络购物中两次促销活动的时间间隔越短且来自同一促销来源，则不作为惯性越大。在理论意义上，本研究扩展验证了网络购物中的不作为惯性效应，并再次确认了促销之间的时间间隔和促销来源对不作为惯性效应的影响。在实践中，网上商店管理者可以参考本研究的结果，作为规划未来促销活动的参考。

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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The effects of the time intervals and promotional sources on the inaction inertia of online shopping

This study investigates the effects of the time intervals and promotional sources between a missed better promotion and a current less attractive promotion on the inaction inertia in online shopping through an online experiment. The results show that the shorter the time intervals and coming from the same promotional source between two promotions in online shopping, the greater the inaction inertia. In theoretical implications, this study extends to validate the inaction inertia effect in online shopping and reconfirm that the time intervals and promotional sources between promotions affect the inaction inertia effect. In practice, online store managers can refer to the results of this study as a reference for planning future promotional activities.

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Proceedings of the 8th Multidisciplinary International Social Networks Conference

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