دانلود مقاله ISI انگلیسی شماره 42073
ترجمه فارسی عنوان مقاله

اثر سرعت فروش روی خرده فروشی

عنوان انگلیسی
The Sales Velocity Effect on Retailing
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
42073 2014 20 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Interactive Marketing, Volume 28, Issue 4, November 2014, Pages 237–256

ترجمه کلمات کلیدی
یادگیری مشاهده ای - انتخاب مصرف کننده - آزمایش آنلاین - بازاریابی اینترنتی - تأثیرات اجتماعی - یادگیری اجتماعی
کلمات کلیدی انگلیسی
Observational learning; Consumer choice; Online experiment; Internet marketing; Social influences; Social learning
پیش نمایش مقاله
پیش نمایش مقاله  اثر سرعت فروش روی خرده فروشی

چکیده انگلیسی

In an increasingly crowded marketplace, retailers need innovative ways of promoting products to their consumers. E-commerce retailers have utilized to great effect lists of top ranked products to promote product sales; the higher the sales rank, the more likely consumers buy that product. This influence to buy, based on observing what others bought is known as observational learning (OL). Prior OL research assumed that OL arises from observing a static outcome, such as the current sales rank of a product. However, prior research on intertemporal choice showed that people prefer outcomes with increasing trends over stable or decreasing trends. This suggests that observing an increasing sales rank, denoted as sales velocity, would have a positive effect on purchase likelihood. We conducted three studies to test the sales velocity effect. Results show that sales velocity has a significant effect on likelihood of purchases, reversing even participant preferences for a product with a higher sales rank. This effect is consistent across four broad products tested. For researchers, by joining the two previously disparate branches of research in OL and intertemporal choice, we addressed a gap in OL research which previously ignored the velocity dimension of OL. For retailers, the study demonstrated the impact of the sales velocity metric on making choices, and thus they could use sales velocity data as a cost-effective marketing tool for specific products.