Author
Listed:
- Chin-Shan Wu
(Tunghai University, Taiwan)
- Yi-Ting Huang
(National Chung Hsing University, Taiwan)
- Fei-Fei Cheng
(National Chung Hsing University, Taiwan)
Abstract
Purpose: The objective of this study is to explore what types of sales promotions are frequently used by online stores from different industries. Design/methodology/approach: The content analysis were conducted based on the data collected from four industries : online music service provider, Internet bank, automobile website, and TV channels website. Online sales promotion activities from ten websites in each industry were collected, resulting in 40 websites to serve as sample website. An online sales promotion framework which includes ten popular sales promotion strategies was proposed based on previous studies to serve as the basis of content analysis. Findings: Contests and sweepstakes is the most popular online promotion strategy used by all the selected websites, followed by patronage awards, price-offs, and free gifts are also confirmed as the frequently used promotion strategies on the Internet. The results also revealed that, for music website, price-off is the most popular sales promotion strategies. Contest & sweepstakes and patronage awards are prevalent for Internet banks. In addition, product warranty is the most frequently used promotion strategy in automobile industry. Finally, contest & sweepstakes promotion is the only one that is frequently adopted by TV channel websites. Practical implications: The online promotion classification framework suggested in current study provided a reference for practitioners to understand the possible online sales promotion strategies to choose. Further, current study provides information regarding the popularities of online sales promotion across different industries. Thus, business owners can take the industrial characteristics into consideration when choosing the appropriate promotion strategies. Originality/value: As most previous studies mainly discussed different types of online sales promotion strategies, current study is one of the limited research that addressing the online promotion strategies used by different industries. The results indicated that different industries adopted different online promotions because of industries characteristics.
Suggested Citation
Download full text from publisher
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tkp:tiim13:s1_75-75.pdf. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Maks Jezovnik (email available below). General contact details of provider: http://www.toknowpress.net/conferences .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.
Printed from https://ideas.repec.org/h/tkp/tiim13/s1_75-75.pdf.html
