Is time-constrained promotion actually effective? The moderating role of price discounts and previous online consumption experience
by Jing-Bo Shao; Fei-Si Yao; Min Xie
International Journal of Services Technology and Management (IJSTM), Vol. 28, No. 3/4, 2023

Abstract: At present, time-constrained promotion is highly prevalent. However, it is not always as effective as it seems. We propose that contextual factors, including time constraints, price discounts and product price levels, as well as individual differences, such as previous online consumption experience, all have an impact on consumer purchase intentions. Specifically, time constraints influence consumer purchase intentions, and this effect is moderated by consumers' previous online consumption experience. Additionally, consumer perceived value mediates the relationship between time constraints and purchase intentions, and price discounts moderate the first stage of this effect. Meanwhile, product price levels moderate both the main effect and the two interaction effects. Academic and practical implications are discussed.

Online publication date: Thu, 29-Jun-2023

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