Others bought it too: the relevance of knowing purchase levels

Simple item page
aut.conference.typePaper Published in Proceedings
aut.researcherParsons, Andrew Grant
dc.contributor.authorAli, H
dc.contributor.authorParsons, AG
dc.contributor.authorBallantine, P
dc.date.accessioned2013-12-12T00:45:33Z
dc.date.accessioned2013-12-12T00:47:04Z
dc.date.available2013-12-12T00:45:33Z
dc.date.available2013-12-12T00:47:04Z
dc.date.copyright2013
dc.date.issued2013
dc.description.abstractDaily deal websites offer retail products for a limited time (a day), at discounted rates. A key distinction from online vouchers and online auctions, as well as more typical retail, is that they reveal to the shopper how many items have been purchased so far. Literature suggests that this information would inform those with a need for uniqueness or a need for conformity, and thus influence purchase decisions. We present an experiment with a revealed high purchase level, revealed low purchase level, or no information revealed, shown in a facsimile of a daily deal retail website. Shoppers are also measured using a nine-item scale on their need for uniqueness. Analysis of variance suggests that in the case of the daily deal website revealing the number of purchases does not influence purchase decisions, regardless of the need for uniqueness. We suggest that, unlike in other retail situations, the other distinction of daily deal websites - the urgency of decision making - over-rides the typical shopper's need for uniqueness/conformity. Future research is also suggested.
dc.identifier.citationAcademy of Marketing Conference held at University of South Wales, Cardiff, UK, 2013-07-09 to 2013-07-11
dc.identifier.urihttps://hdl.handle.net/10292/6222
dc.publisherAcademy of Marketing
dc.relation.replaceshttp://hdl.handle.net/10292/6221
dc.relation.replaces10292/6221
dc.relation.urihttps://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0100_paper.pdf
dc.rightsThis content is made freely available at the Academy of Marketing website [see Publisher's version].
dc.rights.accessrightsOpenAccess
dc.titleOthers bought it too: the relevance of knowing purchase levels
dc.typeConference Contribution
pubs.elements-id158115
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
pubs.organisational-data/AUT/Business & Law/NZWRI - NZ Work Research Institute
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
AM2013_0100_paper.pdf
Size:
326.19 KB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
licence.htm
Size:
30.34 KB
Format:
Unknown data format
Description:
Download
Collections
AUT Business School