Sales Promotion and Purchasing Intention: Applying the Technology Acceptance Model in Consumer-to-Consumer Marketplaces
نویسنده
چکیده
This paper studies the impact of sales promotion on consumers’ intention to purchase online in the setting of a consumer-to-consumer (C2C) marketplace. The research is grounded in the theory of Technology Acceptance Model (TAM). We test a number of hypotheses empirically about the relationship between online sales promotion, TAM and C2C online purchasing intention. The finding of this study suggests that, by increasing consumers’ perception of ease of use and by decreasing consumer’s perceived risk, online sales promotion has a significant impact on their purchasing intention.
منابع مشابه
Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception
Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic ...
متن کاملPurchasing Motivations Toward Counterfeit Luxury Goods on E-marketplaces
This research is designed to study consumers’ purchasing attitudes to counterfeit luxury goods on electronic marketplaces (e-marketplaces). And two research hypotheses are proposed in this research. Based on data analysis of 243 samples, this study explores the dimensions of consumer attitudes (morality and law, accessibility, burden-bearing, function effectiveness, economical efficiency) and m...
متن کاملAutomated Promotion Machine: Emerging IS for the Retail Industry in China
Technical developments in information technologies coupled with business interests to improve promotion productivity, are spurring research in the area of information systems for sales promotion in retail industry, which facilitate promotion analysis and automate promotion implementation. Auto Promotion Machine (APM), presented in this paper, can perform promotion analysis based on consumer per...
متن کاملGreen Sport Marketing Mix on Sportswear Consumers Purchasing Behavior
The present study aimed to investigate the impact of green marketing mix on sport wear consumer shopping behavior. Population for the study was professional athletes, Semi-Pro and Club consumers sport wear that due to extensive of operations community according to the Morgan table 386 people was conclude as the sample. Research tool was a sport green marketing questionnaire whit four items that...
متن کاملThe Purchase of Foreign Products: The Role of Brand Image, Ethnocentrism and Animosity: Iran Market Evidence
Consumer purchasing decisions relating to foreign products are influenced by economic, psychological and sociological factors. This study attempts to relate such rarely studied variables as animosity and ethnocentrism to concepts taken from consumer behavior which are brand image and purchase intention. Consequently, this study attempts to provide insights into how brand image, consumer ethnoce...
متن کامل