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Reverberations of prior purchase experience, sales promotion skepticism and pre-purchase sale promotion benefits on online purchase intention

Vikas Arya, Rajbir Sethi,
Published in Elsevier
Volume: 10
   
Issue: 9
Pages: 426 - 432
Abstract

Online sales have been growing over the past few years. This paper makes an attempt to study the impact of sales promotion skepticism, prior purchase experience, and pre-purchase sales benefits on online buying intention. The increase in skepticism leads to lowering of purchase intention. It is also believed that extremely skeptical consumers are partisan against a particular type of information which raises negativity about such a product. Purchase intention recognizes the buying possibilities for products. Judging the dependability of a website depends on prior experience with such a shopping website. Multiple regression was used to analyze the data after checking for the reliability with the help of Cronbach's alpha which showed consistency. It is suggested that strategies to curtail skepticism towards online promotions should be encouraged and efforts should be directed towards enhancing purchase experience as it is the most significant indicator of online purchase intention. Coupon redemption methods should be simplified keeping in view that it is difficult to acquire new customers than retaining customers.

About the journal
JournalData powered by TypesetJournal of Advanced Research in Dynamical and Control Systems
PublisherData powered by TypesetElsevier
Open AccessNo