Designing time-limited cyber promotions: effects of time limit and involvement.
This study found that a longer time limit in cyber promotions results in lower time pressure perceptions by consumers and a greater rate of consumers choosing higher-priced items. Furthermore, products with which consumers are more involved entail higher time pressure, lower consumer satisfaction, and a lower share of consumers using the promotion for that product.
Teng
Ching-I
CI
Department of Business Administration, Chang Gung University, Kweishan Shiang, Taoyuan, Taiwan. chingit@mail.cgu.edu.tw
Huang
Li-Shia
LS
D000328:Adult; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D020407:Internet; D008297:Male; D040541:Marketing; D013997:Time Factors