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      Effects of Price Discounts and Bonus Packs on Online Impulse Buying

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      Social Behavior and Personality: an international journal
      Scientific Journal Publishers Ltd

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          Abstract

          We investigated and compared the effects of 2 forms of sales promotion, namely, price discounts and bonus packs, on online impulse buying. Participants were 280 undergraduate business students at a Chinese university, who responded to a promotion on a mock website. Previous researchers have shown that bonus packs have a greater impact on offline impulse buying than do price discounts. However, our findings were different in the online impulse buying context, in which price discounts resulted in greater impulse buying intention than did bonus packs when the product was hedonic, and bonus packs were a more effective sales promotion than price discounts when the product was utilitarian. In addition, price discounts resulted in greater impulse buying intention than did bonus packs when the product was inexpensive, whereas bonus packs were a more effective sales promotion than were price discounts when the product was expensive.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          September 24 2014
          September 24 2014
          : 42
          : 8
          : 1293-1302
          Article
          10.2224/sbp.2014.42.8.1293
          7ea6ac00-968f-44e8-a646-e473fd7f5006
          © 2014
          History

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