迷恋惊喜？概率销售对网络消费者回购意向的影响

IF 3.7 Q2 BUSINESS

Journal of Strategic Marketing Pub Date : 2024-01-23 DOI:10.1080/0965254x.2024.2306565

Yi Sun, Zihao Yuan, Huiling Cheng

引用次数: 0

摘要

概率销售是一种新兴的营销策略，它能让消费者在购物的同时享受随机体验，因此备受关注。它可以利用消费者的购买习惯，让他们在购物的同时享受随机体验。

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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Obsessed with surprise? The effects of probabilistic selling on online consumers’ repurchase intention

As a fledgling marketing strategy that allows consumers to shop and enjoy a random experience at the same time, probabilistic selling has attracted much attention. It can tap into consumers’ buying...

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来源期刊

Journal of Strategic Marketing BUSINESS-

CiteScore

9.20

自引率

7.30%

发文量

期刊介绍： Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.