Journal of Japan Academy of Consumer Education
Online ISSN : 2436-0929
Print ISSN : 1345-1855
A Study of the Impact of Promotions on Consumer Behavior in Internet Shopping
Kazuhiro Terachi
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2015 Volume 35 Pages 87-95

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Abstract

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.

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© 2015 Japan Academy of Consumer Education
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