دانلود مقاله ISI انگلیسی شماره 42073
عنوان فارسی مقاله

اثر سرعت فروش روی خرده فروشی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
42073 2014 20 صفحه PDF سفارش دهید 14200 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
The Sales Velocity Effect on Retailing
منبع

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

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

کلمات کلیدی
یادگیری مشاهده ای - انتخاب مصرف کننده - آزمایش آنلاین - بازاریابی اینترنتی - تأثیرات اجتماعی - یادگیری اجتماعی
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.

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