Practices, Perceptions and Avenues of Net-Based Promotions

Autor:	Vyas Preeta, Kureshi Sonal
Rok vydání:	2005
Předmět:	Human-Computer Interaction business.industry Sales promotion Perception media_common.quotation_subject Economics Econometrics and Finance (miscellaneous) Exploratory research Advertising Business Marketing Clothing Computer communication networks media_common
Zdroj:	Electronic Commerce Research. 5:401-424
ISSN:	1572-9362 1389-5753
DOI:	10.1007/s10660-005-1182-6
Popis:	Net as a medium is endowed with unique characteristics that has assisted the growth of e-commerce and in turn increased use of net-based sales promotions. The paper examines the practices, perceptions of net users and avenues of consumer sales promotions through this medium. To gain insight into current practices, consumer sales promotion on general, specialised and e-commerce sites were studied. An online survey of 161 net users was carried out to examine perceptions of net-based promotions over ten dimensions. The most frequently promoted product categories across sites were apparel, airlines, and books. Price-off followed by free gift offer was the most commonly used type of promotions. The results of various ANOVA tests revealed that perceptions did not vary across type of promotions but varied across product categories. Based on these findings managerial implications are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::307e8894ac700c39811242c087d23386 https://doi.org/10.1007/s10660-005-1182-6 Zobrazit plný text záznamu Plný text ve formátu PDF