Effects of Price Discounts and Bonus Packs on Online Impulse Buying

By Yin Xu, Jinsong Huang. 2014

146 citations recorded by the source corpus.

We investigated and compared the effects of 2 forms of sales promotion, namely, price discounts and bonus packs, on online impulse buying. Participants were 280 undergraduate business students at a Chinese university, who responded to a promotion on a mock website. Previous researchers have shown that bonus packs have a greater impact on offline impulse buying than do price discounts. However, our findings were different in the online impulse buying context, in which price discounts resulted in greater impulse buying intention than did bonus packs when the product was hedonic, and bonus packs were a more effective sales promotion than price discounts when the product was utilitarian. In addition, price discounts resulted in greater impulse buying intention than did bonus packs when the product was inexpensive, whereas bonus packs were a more effective sales promotion than were price discounts when the product was expensive.

Subfields: Information Systems and Management, Marketing

View Paper: https://www.semanticscholar.org/paper/5a7dfc67d7630163006417743bf6a489f9d4f273

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In Information Systems and Management

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Citations in the corpus

Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: mediating effect of price discount affect (2018, background): “Introduction A price discount is a very prevalent marketing strategy to attract consumers by providing an extra value or incentive, which encourages consumers to purchase the promoted products immediately (Yin and Huang 2014).”
The state of online impulse-buying research: A literature analysis (2017, background): “As shown in Table 3, researchers have tested the effects of different marketing tactics and promotional campaigns, such as limiting the offer period [60] and providing discounts [56], on consumers’ impulse buying.”