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Does online retail coupons and memberships create favourable psychological disposition?

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  • Balakrishnan, Janarthanan
  • Foroudi, Pantea
  • Dwivedi, Yogesh K.

Abstract

This study aims to examine the impact of coupons, portal membership and peer-influence on consumer purchase and psychological actions, which is built on the theory of impulsiveness and the theory of dissonance. The study uses 2 × 2 × 2 (i.e. coupons, peer influence, complimentary coupons) factorial experimental design to investigate the proposed hypothetical model. The experiment was conducted with 364 participants. The study used a two-step structural equation modelling analysis to validate the proposed hypothetical model. The findings suggest that an increase in coupons can positively enhance the purchase actions and impulsiveness, which can later influence cognitive post purchase dissonance (CPPD) and affective post-purchase dissonance (APPD), as well as customers repurchase intention. It was also found that providing additional complimentary coupons reduces the effect of CPPD but not of the APPD. This study contributes to dissonance theory by adding APPD into the framework; moreover, the results on the coupons, memberships and peer influence will offer further insights to practitioners.

Suggested Citation

  • Balakrishnan, Janarthanan & Foroudi, Pantea & Dwivedi, Yogesh K., 2020. "Does online retail coupons and memberships create favourable psychological disposition?," Journal of Business Research, Elsevier, vol. 116(C), pages 229-244.
    • Handle: RePEc:eee:jbrese:v:116:y:2020:i:c:p:229-244
    DOI: 10.1016/j.jbusres.2020.05.039
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    4. Xu, Lina & Meng, Zhiqing, 2024. "The role of membership fees in online retail market competition," Research in International Business and Finance, Elsevier, vol. 67(PA).
    5. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    6. Dwivedi, Yogesh K. & Balakrishnan, Janarthanan & Mishra, Anubhav & Bock, Koen W. De & Al-Busaidi, Adil S., 2024. "The role of embodiment, experience, and self-image expression in creating continuance intention in the metaverse," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    7. Saura, José Ramón & Palacios-Marqués, Daniel & Iturricha-Fernández, Agustín, 2021. "Ethical design in social media: Assessing the main performance measurements of user online behavior modification," Journal of Business Research, Elsevier, vol. 129(C), pages 271-281.
    8. Jiang Wu & Linxiu Hu & Xiuli He & Xi Zheng, 2024. "Research on Logistics Cooperation Strategy of the Retailer and the Platform Based on Paid Membership System," Sustainability, MDPI, vol. 16(8), pages 1-24, April.

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