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Investigating discounting of discounts in an online context: The mediating effect of discount credibility and moderating effect of online daily deal promotions

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  • Carlson, Jeffrey R.
  • Kukar-Kinney, Monika

Abstract

This research sheds light on the theoretical mechanism behind consumer discounting of discounts and extends it to the online daily deals context. Based on advertising and behavioral pricing research, we develop and empirically test a conceptual model of the effects of discount level on consumer perceptions of discount credibility, the extent of discounting of discounts, and change in purchase intentions for online daily deal promotions as compared with price promotions offered directly by online stores. The findings offer important managerial recommendations for retailers and daily deal managers with respect to utilizing direct online price promotions and daily deal promotions.

Suggested Citation

  • Carlson, Jeffrey R. & Kukar-Kinney, Monika, 2018. "Investigating discounting of discounts in an online context: The mediating effect of discount credibility and moderating effect of online daily deal promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 153-160.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:153-160
    DOI: 10.1016/j.jretconser.2017.12.006
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    7. Sheehan, Daniel & Hardesty, David M. & Ziegler, Alexander H. & Chen, Haipeng (Allan), 2019. "Consumer reactions to price discounts across online shopping experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 129-138.
    8. Yu, Annie Pei-I & Chuang, Shih-Chieh & Cheng, Yin-Hui & Wu, Yi-Chin, 2020. "The influence of sharing versus self-use on the preference for different types of promotional offers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    9. Ya-Ling Chiu & Yuan-Teng Hsu & Xiaoyu Mao & Jying-Nan Wang, 2021. "An Empirical Study of Holiday Season Discounts: A Comparison Between Third-Party Marketplace Sellers and Fulfilled by Walmart Sellers," SAGE Open, , vol. 11(2), pages 21582440211, June.
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    11. Naseer Ahmad & Ali Raza Elahi, 2023. "The Effectiveness of Promotion through Brochure Advertising on Merchandise Sales: A Case Study of Multiple Retail Stores of Pakistan," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 732-740.

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