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      중국 온라인 타임 세일이 실제 구매에 미치는 효과 : 징동닷컴에 대한 실증 연구 = Exploring the Effect of Online Time-Deals on Actual Purchase in China : An Empirical Study on JD.com

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      https://www.riss.kr/link?id=A107107935

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      다국어 초록 (Multilingual Abstract)

      This study explores the effect of time-deals, i.e., online promotions with time limit. Recently many online/mobile shopping sites in China utilize so called hot deal marketing technique for a short duration at a specific time. The purpose of “time-deals” is to attract online shoppers with deep discounted price and induce consumers to purchase items. This paper examines the effect of time-deals on sales volume, firstly by comparing the sales volume of time-deal days with that of no time-deal days and secondly by comparing the sales volume of days before and after two types of time deals, usual time-deals and special time-deals, Although some prior research studied the role of time-deals in promoting consumers’ purchase behavior, most used the experimental approach by building mock-up shopping sites and asking participants purchase intention. However, purchase intention does not always result in purchase behavior. This study extracted actual purchase data for four items on time-deals from an online shopping site in China. A comparison of sales volumes on time-deal days with no time-deal days has shown the significant difference in the sales volumes. This finding confirms the positive effect of time-deals on purchase behavior. This study has also found that special time-deals soak up near-future demands in advance and lower the sales after the special time-deal event, although there is no significant difference in sales before and after usual time-deals.
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      This study explores the effect of time-deals, i.e., online promotions with time limit. Recently many online/mobile shopping sites in China utilize so called hot deal marketing technique for a short duration at a specific time. The purpose of “time-d...

      This study explores the effect of time-deals, i.e., online promotions with time limit. Recently many online/mobile shopping sites in China utilize so called hot deal marketing technique for a short duration at a specific time. The purpose of “time-deals” is to attract online shoppers with deep discounted price and induce consumers to purchase items. This paper examines the effect of time-deals on sales volume, firstly by comparing the sales volume of time-deal days with that of no time-deal days and secondly by comparing the sales volume of days before and after two types of time deals, usual time-deals and special time-deals, Although some prior research studied the role of time-deals in promoting consumers’ purchase behavior, most used the experimental approach by building mock-up shopping sites and asking participants purchase intention. However, purchase intention does not always result in purchase behavior. This study extracted actual purchase data for four items on time-deals from an online shopping site in China. A comparison of sales volumes on time-deal days with no time-deal days has shown the significant difference in the sales volumes. This finding confirms the positive effect of time-deals on purchase behavior. This study has also found that special time-deals soak up near-future demands in advance and lower the sales after the special time-deal event, although there is no significant difference in sales before and after usual time-deals.

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      목차 (Table of Contents)

      • 1. Introduction 2. Background 3. Research Approach 4. Conclusion References
      • 1. Introduction 2. Background 3. Research Approach 4. Conclusion References
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      참고문헌 (Reference)

      1 이녕, "중국 데이마케팅 참여자의 만족도 및 재구매의도" 한국비즈니스학회 1 (1): 39-44, 2016

      2 김병수, "소셜커머스에서 사이트 밀착도의 역할과 선행 요인에 관한 연구" 한국IT서비스학회 12 (12): 23-37, 2013

      3 심이석, "소셜 커머스의 소비자 지각된 위험과 구전 방향성이 구매의도에 미치는 영향" 한국IT서비스학회 12 (12): 73-93, 2013

      4 장영일, "서비스이용경험에 따른 일반국가속성과 서비스상품속성이 중국소비자의 해외 인터넷쇼핑몰서비스 사전평가와 이용의도에 미치는 영향" 한국IT서비스학회 11 (11): 49-68, 2012

      5 O’Donnell, J., "Websites Selling Daily Deals Lose Luster" USA Today

      6 Bozzolo, A. M., "Unavailability Effects on Message Processing : A Theoretical Analysis and an Empirical Test" 13 (13): 93-101, 1992

      7 Cao, S., "The Underlying Logic of the ‘Double Eleven’"

      8 Lynn, M., "The Psychology of Unavailability : Explaining Scarcity and Cost Effects on Value" 13 (13): 3-7, 1992

      9 Xinhua, "Spotlight : Boundary between offline and online blurs in Americans’ big holiday shopping spree"

      10 Lynn, M., "Scarcity’s Enhancement of Desirability : The Role of Naive Economic Theories" 13 (13): 67-78, 1992

      1 이녕, "중국 데이마케팅 참여자의 만족도 및 재구매의도" 한국비즈니스학회 1 (1): 39-44, 2016

      2 김병수, "소셜커머스에서 사이트 밀착도의 역할과 선행 요인에 관한 연구" 한국IT서비스학회 12 (12): 23-37, 2013

      3 심이석, "소셜 커머스의 소비자 지각된 위험과 구전 방향성이 구매의도에 미치는 영향" 한국IT서비스학회 12 (12): 73-93, 2013

      4 장영일, "서비스이용경험에 따른 일반국가속성과 서비스상품속성이 중국소비자의 해외 인터넷쇼핑몰서비스 사전평가와 이용의도에 미치는 영향" 한국IT서비스학회 11 (11): 49-68, 2012

      5 O’Donnell, J., "Websites Selling Daily Deals Lose Luster" USA Today

      6 Bozzolo, A. M., "Unavailability Effects on Message Processing : A Theoretical Analysis and an Empirical Test" 13 (13): 93-101, 1992

      7 Cao, S., "The Underlying Logic of the ‘Double Eleven’"

      8 Lynn, M., "The Psychology of Unavailability : Explaining Scarcity and Cost Effects on Value" 13 (13): 3-7, 1992

      9 Xinhua, "Spotlight : Boundary between offline and online blurs in Americans’ big holiday shopping spree"

      10 Lynn, M., "Scarcity’s Enhancement of Desirability : The Role of Naive Economic Theories" 13 (13): 67-78, 1992

      11 Jang, W. E., "Scarcity message effects on consumption Behavior : Limited Edition Product Consideration" 32 (32): 989-1001, 2015

      12 Kahneman, D., "Prospect theory : An Analysis of Decisions under Risk" 47 (47): 263-291, 1979

      13 Hanna, R., "Optimizing Time-limited Price Promotions" 4 (4): 77-92, 2016

      14 Swain, S. D., "NA-Advances in Consumer Research, 33" Association for Consumer Research 523-525, 2006

      15 Newberry, C., "Managerial Implications of Predicting Purchase Behavior from Purchase Intentions : A Retail Patronage Case Study" 17 (17): 609-620, 2003

      16 Brock, T. C., "Liberalization of commodity theory" 13 (13): 135-144, 1992

      17 Cialdini, R, "Influence : Science and Practice" Allyn and Bacon 2008

      18 Luan, L., "Double 11 Overdraft Worry : Breast Pump Sales Surged More Than 30 Times a Day, Leaving 364 Days to Sell What?"

      19 Stone, S., "Caution : Promotion Fatigue Ahead"

      20 Devlin, J., "A Study of Time Limited Price Promotions" 16 (16): 280-285, 2007

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      학술지 이력

      학술지 이력
      연월일 이력구분 이력상세 등재구분
      2026 평가예정 재인증평가 신청대상 (재인증)
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      2017-01-01 평가 등재학술지 유지 (계속평가) KCI등재
      2014-05-28 학술지명변경 외국어명 : Journal of the Korea Society of IT Services -> Journal of Information Technology Services KCI등재
      2013-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2010-01-01 평가 등재학술지 선정 (등재후보2차) KCI등재
      2009-01-01 평가 등재후보 1차 PASS (등재후보1차) KCI등재후보
      2008-01-01 평가 등재후보학술지 유지 (등재후보2차) KCI등재후보
      2007-01-01 평가 등재후보 1차 PASS (등재후보1차) KCI등재후보
      2006-08-11 학술지명변경 한글명 : 한국SI학회지 -> 한국IT서비스학회지
      외국어명 : Journal of the Korea Society of System Integration -> Journal of the Korea Society of IT Services
      KCI등재후보
      2006-08-11 학회명변경 한글명 : 한국SI학회 -> 한국IT서비스학회
      영문명 : Korea Society Of System Integration -> Korea Society Of IT Services
      KCI등재후보
      2006-06-21 학회명변경 한글명 : 한국SI학회 -> 한국IT서비스학회
      영문명 : Korea Society Of System Integration -> Korea Society Of IT Services
      KCI등재후보
      2005-01-01 평가 등재후보학술지 선정 (신규평가) KCI등재후보
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      학술지 인용정보

      학술지 인용정보
      기준연도 WOS-KCI 통합IF(2년) KCIF(2년) KCIF(3년)
      2016 0.49 0.49 0.5
      KCIF(4년) KCIF(5년) 중심성지수(3년) 즉시성지수
      0.48 0.47 0.627 0.17
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