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首页> 外文期刊>Journal of Business Research >The effectiveness of number of deals purchased in influencing consumers' response to daily deal promotions: A cue utilization approach
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The effectiveness of number of deals purchased in influencing consumers' response to daily deal promotions: A cue utilization approach

机译：购买的交易数量在影响消费者对日常交易促销的反应中的有效性：一种线索利用方法

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摘要

This research proposes and empirically tests a theoretical model of consumers' response to online daily deal promotions. A unique feature of such promotions is their social influence, as they provide information about how many others have already purchased the offer. Integrating cue utilization and social influence theories, the model outlines how the social cue about the number of deals purchased by others influences consumers' deal evaluations and purchase intentions across a variety of conditions. The research findings indicate that the number of deals as an extrinsic cue affects consumers' deal evaluations and intentions only when intrinsic product and deal cues (good vs. service, discount size) and consumer personal characteristics (familiarity with the provider) are not present or are insufficient to infer deal attractiveness. The research offers managerial implications with respect to effectively designing and promoting online daily deals.
机译：这项研究提出并通过经验检验了消费者对在线每日促销活动的反应的理论模型。此类促销活动的独特之处在于其社会影响力，因为它们提供了有关已经购买了该优惠的其他信息。该模型结合了线索利用和社会影响理论，概述了有关他人购买的交易数量的社会线索如何在各种条件下影响消费者的交易评估和购买意图。研究结果表明，作为外部线索的交易数量仅在不存在内在产品和交易线索（良好与服务，折扣规模）和消费者个人特征（对提供者熟悉）的情况下才影响消费者的交易评估和意图。不足以推断交易吸引力。该研究为有效设计和推广在线日常交易提供了管理上的启示。

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