BOGO or 50% Off?: The Impact of Sales Promotions and Shopping Channels on Apparel Shopping Behaviors

dc.contributor.author Lee, Yoojung
dc.contributor.author Im, Hyunjoo
dc.date 2018-10-19T05:58:18.000
dc.date.accessioned 2020-06-30T05:39:45Z
dc.date.available 2020-06-30T05:39:45Z
dc.date.issued 2017-01-01
dc.description.abstract <p>The study aims to test the difference between the online and offline consumer responses to two sales promotion tactics (i.e., bonus packs and price discounts). Three online experiments were conducted, and as a result, Study 1 found that price discounts were perceived as prevention-focused and bonus packs as promotion-focused promotion. Study 2 then found that promotion-oriented participants chose bonus packs (vs. price discounts) more than prevention-focused participants. Lastly, Study 3 showed that participants in the online condition found the sales promotion more attractive and were more likely to purchase the product when the promotion was presented as the price discount (50% off) than the bonus pack (BOGO) while participants in the offline condition rated both promotion tactics equally. This study provides important insights for sales promotion and multichannel retailing, by addressing subtle differences induced by different shopping channels, and emphasizes the importance of developing channel-specific sales promotion strategies.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/30/
dc.identifier.articleid 1969
dc.identifier.contextkey 11601683
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/posters/30
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51692
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/30/CB_LeeY_BOGO_20or_2050_25_20off.pdf|||Fri Jan 14 23:27:39 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title BOGO or 50% Off?: The Impact of Sales Promotions and Shopping Channels on Apparel Shopping Behaviors
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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