| Summary: | The purpose of this research is to study the effects of sale promotions in cross-border e-commerce (CBEC) on the purchase intentions held towards beauty and cosmetic products. Sale promotions analysis considers different sale promotion type – including flash sales, free shipping, online coupons/coupon codes, campaigns and other supporting factors which influence sale promotions (i.e., frequency and time pressure) on perceived emotional value and purchase intention – through the S-O-R Model. Convenience sampling techniques have been used to produce the sample of this research. A survey was used to collect data relating to the online shopping behaviour of 402 Thai respondents. The SPSS was adopted to analyse the data.
The results show that free shipping, online coupons/coupon codes, time pressure and frequency have a positive effect upon the perceived emotional value arisen towards the purchase intentions held as to beauty and cosmetic products available via CBEC. In contrast, flash sales and campaigns have a negative effect upon the perceived emotional value arisen towards the purchase intentions held as to beauty and cosmetic products available via CBEC. Furthermore, it is indicated that sale promotion preferences differ among consumer demographics. The results provide marketers and sales promoters with insight as to how best to offer sales promotions.
|
|---|