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首页> 外文期刊>Information systems and e-business management >The effect of price promotions on consumer shopping behavior across online and offline channels: differences between frequent and non-frequent shoppers
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The effect of price promotions on consumer shopping behavior across online and offline channels: differences between frequent and non-frequent shoppers

机译：价格促销对在线和线下渠道消费者购物行为的影响：频繁和不频繁购物者之间的差异

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摘要

This study evaluates the differential effect of price promotions on brand choice across the offline and online channels of a grocery retailer. We use scanner data to analyze the purchasing behavior of orange juice of a sample of multichannel customers of a large European grocery chain selling across offline and online stores. We find that promotions have a higher impact on offline than in online purchases. In fact we don't find a significant effect of promotions in the online channel. We also find a moderating effect of purchase frequency in the category, in the sense that frequent customers are more influenced by promotions than infrequent customers. While this effect is clear in the offline channel, it is not found in the online channel. There is also a high degree of heterogeneity in the effect of promotions among consumers, specially in the offline channel. It is important to remark that these differential effects across channels have been found for the same sample of multichannel customers, meaning that the same consumers are more affected by promotions offline than online. Potential causes and consequences of these results, as well as implications for management, are also discussed.
机译：这项研究评估了杂货零售商的线下和在线渠道上的价格促销对品牌选择的不同影响。我们使用扫描仪数据来分析欧洲大型杂货连锁店在线下和在线商店中销售的多渠道客户样本中橙汁的购买行为。我们发现，促销对线下的影响要大于在线购买。实际上，我们没有发现在线渠道的促销活动有明显的效果。我们还发现，在该类别中购买频率的适度影响是，频繁的顾客比不频繁的顾客受到促销的影响更大。尽管此效果在离线渠道中很明显，但在在线渠道中却找不到。消费者之间，特别是在离线渠道中，促销效果也存在高度的异质性。重要的是要指出，跨渠道的这些差异效应是针对同一多渠道客户样本发现的，这意味着相同的消费者受线下促销的影响大于在线。还讨论了这些结果的潜在原因和后果，以及对管理的影响。

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