The interaction of discount promotion and display-related promotion on on-demand platforms

Dai, Hongyan; Ge, Ling; Li, Chen; Wen, Yan

doi:10.1007/s10257-021-00514-7

Cited by 1 publication

(2 citation statements)

References 28 publications

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“…Some consumers pay attention to the convenience of buying, whereas others pay more attention to the advantages of price. Dai et al (2022) argued that purchase preference is a reflection of perceived value to some extent. This study shows that perceived value plays a mediating role in influencing purchase intention when it is used as the mediating variable for promotional discount level, time limit, and price sensitivity, from which it can be inferred that purchase preference has a moderating effect on time-and price-sensitive consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

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How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?

Cao,

Wang

2024

BFJ

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PurposeThe purpose of this study is to test the impact of time and price sensitivity on consumer satisfaction and purchase intention on online-to-offline (O2O) takeout platforms and explore the moderating effect of purchase preference on time sensitivity and satisfaction, as well as price sensitivity and satisfaction, in order to guide market pricing.Design/methodology/approachA structural equation model (SEM) of customer purchase intention was constructed, and the relationships between the variables (time sensitivity, price sensitivity, satisfaction and purchase intention) were examined. The completed questionnaires of 349 respondents were collected from the Questionnaire Star platform in China. The research model and hypotheses were then tested. Analytic hierarchy procedure was used to determine the moderating effect of purchase preference. Finally, the study proposes a pricing strategy for customer-active selective services.FindingsSatisfaction positively influences purchase intention, and price sensitivity significantly increases satisfaction and further increases purchase intention; however, time sensitivity negatively affects satisfaction. Specifically, purchase preference has strongly moderated the relationship between time, price sensitivity and satisfaction. In addition, the findings show that when purchase preference is high, the effect of price sensitivity on satisfaction is stronger, suggesting the importance of purchase preference in strengthening purchase intentions. The research work recommends a pricing strategy involving value-added pricing primarily for time-sensitive customers, which can help build a high-end brand image and reduce price competition. Reduced pricing is mainly for price-sensitive customers, which is conducive to stimulating consumption within a specific time. This pricing strategy is important for adjusting market sensitivity and flexibility.Originality/valueThis research provides new ideas for related disciplines and guidance for the differentiated pricing and promotion of takeout platforms, as well as a theoretical basis for the diversified development of takeout platforms, improvement of personalized service quality and enhancement of customer stickiness. This study fills gaps in the existing literature on the moderating effect of purchase preference on time sensitivity and satisfaction and price sensitivity and satisfaction.

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Section: Literature Reviewmentioning

confidence: 99%

“…Some consumers pay attention to the convenience of buying, whereas others pay more attention to the advantages of price. Dai et al. (2022) argued that purchase preference is a reflection of perceived value to some extent.…”

Section: Literature Reviewmentioning

confidence: 99%