Browse > Article
http://dx.doi.org/10.5859/KAIS.2022.31.4.209

How Perceived Price Discount Influence on the Impulsive Consumption in the Context of Online Limited-Time Promotion: Moderating Effect of Perceived Time Pressure  

Weiyi, Luo (Hunan Institute of Humanities, Science and Technology)
Young-Chan, Lee (Department of Information Management, Dongguk University)
Publication Information
The Journal of Information Systems / v.31, no.4, 2022 , pp. 209-232 More about this Journal
Abstract
Purpose In the current environment of online shopping, the cost for consumers to obtain the information they need is decreasing, and the price of products is becoming more transparent, leading to increased price competition among enterprises for similar products. Given the widespread usage of limited-time promotion as a marketing method for enterprises in the context of e-commerce, it is great meaning to study and reveal the internal influence mechanism of limited-time promotion on consumers' impulsive consumption. Design/methodology/approach Based on the S-O-R theory, this study constructs a model of consumers' impulsive consumption in the context of e-commerce from the perspective of perceived price discount, with evoking sense and pleasure as mediating variables and perceived time pressure as moderating variables. Findings The results show that perceived price discount has a significant positive impact on evoking sense and pleasure. Evoking sense has a significant positive impact on pleasure. Both evoking sense and pleasure have a significant positive impact on consumers' impulsive consumption. Meanwhile, perceived time pressure plays a significant moderating role between perceived price discount and evoking sense, between perceived price discount and pleasure, and between evoking sense and consumers' impulsive consumption. Finally, based on the above findings, this study provides effective suggestions for e-commerce participants in the formulation of limited-time promotion strategies.
Keywords
Limited-Time Promotion; Perceived Price Discount; Perceived Time Pressure; Evoking Sense; Pleasure; Impulsive Consumption;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Raghubir, P., and Corfman, K., "When Do Price Promotions Affect Pretrial Brand Evaluations?," Journal of Marketing Research, Vol. 36, No. 2, 1999, pp. 211-222.
2 Rahul, W., and Anil, D., "Study of Influencing Attributes in the Context of Purchasing Behaviour in the Retail Stores with Special Reference to Pune City," Journal of Trend in Scientific Research and Development, Vol. 2, No. 1, 2017, pp. 556-574.
3 Rieskamp, J., and Hoffrage, U., "Inferences  under Time Pressure: How Opportunity Costs Affect Strategy Selection," Acta Psychologica, Vol. 127, No. 2, 2008, pp. 258-276.
4 Rook, D. W., "The Buying Impulse," Journal of Consumer Research, Vol. 14, No. 2, 1987, pp. 189-199.   DOI
5 Rook, D. W., and Fisher, R. J., "Trait and Normative Aspects of Impulsive Buying Behavior," Journal of Consumer Research, Vol. 22, No. 1, 1995, pp. 305-313.
6 Rook, D. W., and Gardner, M. P., "In the Mood: Impulse Buying's Affective Antecedents," Research in Consumer Behavior, Vol. 6, No. 7, 1993, pp. 1-28.
7 Ruberg, B., and Cullen, A., "Feeling for an Audience: The Gendered Emotional Labor of Video Game Live Streaming," Digital Culture & Society, Vol. 5, No. 2, 2019, pp. 85-102.   DOI
8 Sherman, E., Mathur, A., and Smith, R. B., "Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions," Psychology & Marketing, Vol. 14, No. 4, 1997, pp. 361-378.   DOI
9 Russell, J. A., and Mehrabian, A., "Approach-Avoidance and Affiliation as Functions of the Emotion-Eliciting Quality of an Environment," Environment and Behavior, Vol. 10, No. 3, 1976, pp. 355-387.   DOI
10 Schwarz, N., "Emotion, Cognition, and Decision Making," Cognition and Emotion, Vol. 14, No. 4, 2000, pp. 433-440.   DOI
11 Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., and Morimoto, M., "Effects of Media Formats on Emotions and Impulse Buying Intent," Journal of Information Technology, Vol. 18, No. 11, 2003, pp. 247-266.   DOI
12 Aminilari, M., and Pakath, R., "Searching for Information in a Time-Pressured Setting: Experiences with a Text-Based and an Image-Based Decision Support System," Decision Support Systems, Vol. 41, No. 1, 2005, pp. 37-68.   DOI
13 Ariely, D., and Zakay, D., "A Timely Account of the Role of Duration in Decision Making," Acta Psychologica, Vol. 108, No. 2, 2001, pp. 187-207.   DOI
14 Beatty, S. E., and Ferrell, M. E., "Impulse Buying: Modeling its Precursors," Journal of Retailing, Vol. 74, No. 2, 1998, pp. 169-191.   DOI
15 Seibert, L. J., "What Consumers Think about Bonus Pack Sales Promotions," Marketing New, 1997.
16 Simon, H. A., "Decision Making: Rational, Nonrational, and Irrational," Educational Administration Quarterly, Vol. 29, No. 3, 1993, pp. 392-411.
17 Spears, N., "Time Pressure and Information in Sales Promotion Strategy: Conceptual Framework and Content Analysis," Journal of Advertising, Vol. 30, No. 1, 2001, pp. 67-76.   DOI
18 Spies, K., Hesse, F., and Loesch, K., "Store Atmosphere and Purchasing Behavior," Journal of Retailing, Vol. 14, No. 1, 1997, pp. 1-17.
19 Svenson, O., and Maule, A. J., "Time Pressure and Stress in Human Judgment and Decision Making," New York: Plenum Press, 1993.
20 Svenson, O., and Edland, A., "Change of Preferences under Time Pressure: Choices and Judgements," Scandinavian Journal of Psychology, Vol. 28, No. 4, 1987, pp. 322-330.
21 Szollos, A., "Toward a Psychology of Chronic Time Pressure: Conceptual and Methodological Review," Time & Society, Vol. 18, No. 2, 2009, pp. 332-350.   DOI
22 Trope, Y., and Liberman, N., "Construal-Level Theory of Psychological Distance," Psychological Review, Vol. 117, No. 2, 2010, pp. 440-463.   DOI
23 Vinzi, V. E., Chin, W. W., Henseler, J., and Wang, H., "Handbook of Partial Least Squares: Concepts, Methods and Applications in Marketing and Related Fields," Springer Science & Business Media, 2010.
24 Weinberg, P., and Gottwald, W., "Impulsive Consumer Buying as a Result of Emotion," Journal of Business Research, Vol. 10, No. 1, 1982, pp. 43-57.
25 Wu, W. C., and Huan, T. C., "The Effect of Purchasing Situation and Conformity Behavior on Young Students' Impulse Buying," African Journal of Business Management, Vol. 4, No. 16, 2010, pp. 3530-3540.
26 Donovan, R. J., and Rossiter, J. R., "Store Atmosphere: An Environmental Psychology Approach," Journal of Retailing, Vol. 58, No. 1, 1982, pp. 34-57.
27 Blattberg, R. C., and Neslin, S. A., "Sales Promotion: The Long and the Short of It," Marketing Letters, Vol. 1, No. 1, 1989, pp. 81-97.   DOI
28 Chen, Y. F., and Wang, R. Y., "Are Humans Rational? Exploring Factors Influencing Impulse Buying Intention and Continuous Impulse Buying Intention," Journal of Consumer Behaviour, Vol. 15, No. 2, 2016, pp. 186-187.   DOI
29 Cunningham, M. R., and Grev, R., "Wanting to and Having to Help: Separate Motivations for Positive Mood and Guilt-Induced Helping," Journal of Personality and Social Psychology, Vol. 38, No. 2, 1980, pp. 181-182.   DOI
30 Etzel, M. J., Walker, B. J., and Stanton, W. J., "Marketing(12th Edition)," McGraw Hill Companies Inc., New Delhi, 2001.
31 Fornell, C., and Larcker, D. F., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50.   DOI
32 Frijda, N. H., "Moods, Emotion Episodes, and Emotions," Handbook of Emotions, 1993, 381-403.
33 Ghafour, K., "Consumer Behavior and Factors  Affecting on Purchasing Decisions," Journal of Marketing, Vol. 3, No. 4, 2014, pp. 163-169.
34 Gupta, S., and Cooper, L. G., "The Discounting of Discounts and Promotion Thresholds," Journal of Consumer Research, Vol. 19, No. 3, 1992, pp. 401-411.
35 Hair, J. F., Tatham, R. L., Anderson, R. E., and Black, B., "Multivariate Date Analysis," Academic Internet Publishers Incorporated, Vol. 4, No. 2, 2006, pp. 22-36.
36 Hoch, S. J., and Loewenstein, G. F., "Time-Inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, Vol. 17, No. 4, 1991, pp. 492-507.   DOI
37 Hsieh, J. K., Hsieh, Y. C., Chiu, H. C., and Yang, Y. R., "Customer Response to Web Site Atmospherics: Task-Relevant Cues. Situational Involvement and PAD," Journal of Interactive Marketing, Vol. 28, No. 3, 2014, pp. 225-236.   DOI
38 Xu, Y., and Huang, J. S., "Effects of Price Discounts and Bonus Packs on Online Impulse Buying," Social Behavior & Personality: An International Journal, Vol. 42, No. 8, 2014, pp. 1335-1345.   DOI
39 Yadav, M., and Seiders, K., "Is the Price Right Understanding Contingent Processing in Reference Price Formation," Journal of Retailing, Vol. 74, No. 3, 1998, pp. 311-329.   DOI
40 Youn, S., and Faber, R. J., "Impulse Buying: Its Relation to Personality and Cues," Advances in Consumer Research, Vol. 27, No. 1, 2000, pp. 179-185.   DOI
41 Inman, J., Peter, A. C., and Raghubir, P., "Framing the Deal: The Role of Restrictions in Accentuating Deal Value," Journal of Consumer Research, Vol. 24, No. 1, 1997, pp. 68-79.   DOI
42 Jacoby, J., "Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior," Journal of Consumer Psychology, Vol. 12, No. 1, 2002, pp. 51-57.   DOI
43 Dawson, S., and Kim, M., "Cues on Apparel Web Sites that Trigger Impulse Purchases," Journal of Fashion Marketing and Management, Vol. 14, No. 2, 2010, pp. 230-246.   DOI
44 Jin, C., and Yang, S. B., "The Effect of the Characteristics of Tours and Activities in Online Travel Agencies on Memorable Tourism Experiences, Satisfaction, and Loyalty: Based on the S-O-R Framework," Vol. 31, No. 2, 2022, pp. 263-288.
45 Kauffman, R. J., Lai, H., and Lin, H. C., "Consumer Adoption of Group-Buying Auctions: An Experimental Study," Information Technology and Management, Vol. 11, No. 4, 2010, pp. 191-211.
46 Koo, D. M., and Lee, J. H., "Inter-Relationships among Dominance, Energetic and Tense Arousal and Pleasure, and Differences in Their Impacts Under Online Vs. Offline Environment," Computers in Human Behavior, Vol. 27, No. 5, 2011, pp. 1740-1750.   DOI
47 LaRose, R., and Eastin, M. S., "Is Online Buying Out of Control? Electronic Commerce and Consumer Self-Regulation," Journal of Broadcasting and Electronic Media, Vol. 4, No. 1, 1998, pp. 46-56.
48 Lee, J. E., and Chen-Yu, J. H., "Effects of Price Discount on Consumers' Perceptions of Savings, Quality and Value for Apparel Products: Mediating Effect of Price Discount Affect," Fashion & Textiles, Vol. 5, No. 1, 2018, pp. 13.
49 Liao, S. L., Shen, Y. C., and Chu, C. H., "The Effects of Sales Promotion Strategy, Product Appeal and Consumer Traits on Reminder Impulse Buying Behaviour," International Journal of Consumer Studies, Vol. 33, No. 3, 2009, pp. 274-284.   DOI
50 Lee, J. H., and Kim, H. K., "The Effect of Consumers' Perception of Similarity Toward Virtual Influencer on Purchase Intention Through Emotional Bond," Journal of Information Systems, Vol. 31, No. 2, 2022, pp. 89-110.   DOI
51 Lin, Y. H., and Chen, C. F., "Passengers' Shopping Motivations and Commercial Activities at Airports - The Moderating Effects of Time Pressure and Impulse Buying Tendency," Tourism Management, Vol. 36, No. 1, 2013, pp. 426-434.
52 Madhavaram, S. R., and Laverie, D. A., "Exploring Impulse Purchasing on the Internet," Advances in Consumer Research, Vol. 31, No. 1, 2004, pp. 59-66.
53 Mehrabian, A., and Russell, J. A., "An Approach to Environmental Psychology," The MIT Press, 1974.
54 Michael, T., Bucklin, R. E., and Pauwels, K., "Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site," Journal of Marketing, Vol. 73, No. 5, 2009, pp. 90-102.   DOI
55 Moore, S. G., and Fitzsimons, G. J., "Yes, We Have No Bananas: Consumer Responses to Restoration of Freedom," Journal of Consumer Psychology, Vol. 24, No. 4, 2014, pp. 541-548.   DOI
56 Paul, A. P., Liang, H., and Xue, Y., "Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective," MIS Quarterly, Vol. 31, No. 1, 2007, pp. 105-136.   DOI
57 Piron, F., "Defining Impulse Purchasing," Advances of Consumer Research, Vol. 18, No. 1, 1991, pp. 509-514.
58 Rafaeli, E., and Revelle, W., "A Premature Consensus are Happiness and Sadness Truly Opposite Affects?" Motivation and Emotion, Vol. 30, No. 1, 2006, pp. 1-12.   DOI