TITLE

Kişiye özel fiyat teklifinin zamanlamasının, İnternette satın alma karar sürecine etkisi

AUTHOR(S)
Kaya, İsmail; Güngör, Ayşegül Sağkaya
PUB. DATE
November 2012
SOURCE
Istanbul University Journal of the School of Business Administra;2012, Vol. 41 Issue 2, p172
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The aim of this study is to investigate the cause-effect relationship between personalized price offer timing and decision making stages. In the study, in order to measure the effect of personalized price offer timing on decision making stages in Internet, a field experiment is conducted with a sample size of 580. Personalized price is determined on the basis of pre-purchases of individuals, constituting the sample, from the website. Personalized price is offered to consumers on different stages of decision making and the differences on buying behavior are observed. Collected data is analyzed with Pearson chi-square and logistic regression analysis. It is found that, the effect of a personalized price offer is higher if the customer has not formed his/her consideration set yet. However, no significant relationship is found between the presence of a personalized price offer and the product to be included in customer's choice set.
ACCESSION #
90543821

 

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