Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Exploring the Effect of Online Time-Deals on Actual Purchase in China : An Empirical Study on JD.com

중국 온라인 타임 세일이 실제 구매에 미치는 효과 : 징동닷컴에 대한 실증 연구

  • 왕맹맹 (고려대학교 일반대학원) ;
  • 민대환 (고려대학교 세종캠퍼스 디지털경영전공)
  • Received : 2020.03.25
  • Accepted : 2020.04.22
  • Published : 2020.04.30
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Abstract

This study explores the effect of time-deals, i.e., online promotions with time limit. Recently many online/mobile shopping sites in China utilize so called hot deal marketing technique for a short duration at a specific time. The purpose of "time-deals" is to attract online shoppers with deep discounted price and induce consumers to purchase items. This paper examines the effect of time-deals on sales volume, firstly by comparing the sales volume of time-deal days with that of no time-deal days and secondly by comparing the sales volume of days before and after two types of time deals, usual time-deals and special time-deals, Although some prior research studied the role of time-deals in promoting consumers' purchase behavior, most used the experimental approach by building mock-up shopping sites and asking participants purchase intention. However, purchase intention does not always result in purchase behavior. This study extracted actual purchase data for four items on time-deals from an online shopping site in China. A comparison of sales volumes on time-deal days with no time-deal days has shown the significant difference in the sales volumes. This finding confirms the positive effect of time-deals on purchase behavior. This study has also found that special time-deals soak up near-future demands in advance and lower the sales after the special time-deal event, although there is no significant difference in sales before and after usual time-deals.

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References

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