Effects of price discounts and bonus packs on online impulse buying

Yin Xu1, Jin-Song Huang2
1Department of Marketing, Central University of Finance and Economics, People’s Republic of China
2Department of Marketing, Beihang University, People’s Republic of China
Cite this article:  Xu, Y., & Huang, J.-S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality: An international journal, 42, 1293-1302.

Volume 42 Issue 8 | e4165 | Published: September 2014 | DOI: https://doi.org/10.2224/sbp.2014.42.8.1293

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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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