2015 Volume 35 Pages 87-95
Price-oriented sales promotions have become the norm in Internet shopping, and their impact tends to affect consumer behavior. Consumers must acquire the ability to avoid disruption to their lives caused by unnecessary purchasing that exceeds their financial capabilities. To that end, understanding the impact of sales promotions on consumer behavior is necessary. In this study, I examined the impact of price-oriented sales promotion on the willingness of consumers to purchase unnecessary goods. Through empirical analysis, I revealed that consumer brand commitment, an attitudinal concept, differs upon incentive and that coupons and points have a greater impact than cash discounts on unnecessary purchasing.