Customized Online Promotions: Moderating Effect of Promotion Type on Deal Value, Perceived Fairness, and Purchase Intent
Document Type
Article
Publication Date
7-1-2010
Journal / Book Title
Journal of Applied Business Research (JABR)
Abstract
This paper investigated whether consumers differ in their perceptions of deal value, fairness and purchase intentions when presented with individually targeted (or customized) promotions versus universal promotions offered to all consumers at online retail websites. It was found that customized offers lead to significantly higher purchase intent compared to universal offers. Perceived fairness differed significantly across promotion types (free shipping, $ off and temporary reduced price) based on whether they were customized to the consumer or offered universally. Implications for designing customized online promotions are offered.
DOI
10.19030/jabr.v26i4.302
Journal ISSN / Book ISBN
ISSN 0892-7626 (print)
MSU Digital Commons Citation
Chatterjee, Patrali and McGinnis, John, "Customized Online Promotions: Moderating Effect of Promotion Type on Deal Value, Perceived Fairness, and Purchase Intent" (2010). Department of Marketing Faculty Scholarship and Creative Works. 176.
https://digitalcommons.montclair.edu/marketing-facpubs/176
Published Citation
Chatterjee, P., & McGinnis, J. (2010). Customized Online Promotions: Moderating Effect Of Promotion Type On Deal Value, Perceived Fairness, And Purchase Intent. Journal of Applied Business Research (JABR), 26(4). https://doi.org/10.19030/jabr.v26i4.302