The Effect of Promotional Activities Applied in E-Commerce on Consumer Behavior
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| Title: | The Effect of Promotional Activities Applied in E-Commerce on Consumer Behavior |
|---|---|
| Language: | English |
| Authors: | Mustafa Demir |
| Source: | Turkish Online Journal of Educational Technology - TOJET. 2024 23(2):135-147. |
| Availability: | Sakarya University. Esentepe Campus, Adapazari 54000, Turkey. Tel: +90-505-2431868; Fax: +90-264-6141034; e-mail: tojet@sakarya.edu.tr; Web site: http://www.tojet.net |
| Peer Reviewed: | Y |
| Page Count: | 13 |
| Publication Date: | 2024 |
| Document Type: | Journal Articles Reports - Research |
| Descriptors: | Consumer Economics, Marketing, Merchandising, Foreign Countries, Salesmanship, Decision Making, Exhibits, Internet |
| Geographic Terms: | Turkey, Cyprus |
| ISSN: | 1303-6521 2146-7242 |
| Abstract: | The main purpose of this study is to examine the effect of promotional activities applied in e-commerce on the consumer behavior of individuals living and shopping in the Turkish Republic of Northern Cyprus. The study was conducted using quantitative research method based on Söker's (2022) scale form. The population of the study consists of all individuals residing and shopping in the Turkish Republic of Northern Cyprus, while the sample consists of 336 consumers. The reliability of the collected data was evaluated in the analyzes carried out using SPSS 28.00 program. According to the results of the research, there is a general perception among the respondents that promotional sales strategies are effective on consumers. In particular, promotions such as second item free have the potential to influence respondents' purchasing decisions. The distribution of discount coupons and the use of fair/exhibition booths on digital platforms are other types of promotions that are viewed positively. However, some respondents expressed reservations towards certain promotional strategies. For example, 15.2% had a negative attitude towards discount coupons, while 33.3% believed that promotional products are generally not preferred. These results suggest that the impact of promotional strategies is not the same for everyone and that businesses need to understand their target audience well. In conclusion, promotional selling strategies are generally perceived positively, but some consumers have reservations about such strategies. These findings emphasize the need for businesses to carefully plan their promotional strategies and understand their target audiences. |
| Abstractor: | As Provided |
| Entry Date: | 2024 |
| Accession Number: | EJ1422730 |
| Database: | ERIC |
| FullText | Text: Availability: 0 CustomLinks: – Url: https://eric.ed.gov/contentdelivery/servlet/ERICServlet?accno=EJ1422730 Name: ERIC Full Text Category: fullText Text: Full Text from ERIC |
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| Items | – Name: Title Label: Title Group: Ti Data: The Effect of Promotional Activities Applied in E-Commerce on Consumer Behavior – Name: Language Label: Language Group: Lang Data: English – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Mustafa+Demir%22">Mustafa Demir</searchLink> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="SO" term="%22Turkish+Online+Journal+of+Educational+Technology+-+TOJET%22"><i>Turkish Online Journal of Educational Technology - TOJET</i></searchLink>. 2024 23(2):135-147. – Name: Avail Label: Availability Group: Avail Data: Sakarya University. Esentepe Campus, Adapazari 54000, Turkey. Tel: +90-505-2431868; Fax: +90-264-6141034; e-mail: tojet@sakarya.edu.tr; Web site: http://www.tojet.net – Name: PeerReviewed Label: Peer Reviewed Group: SrcInfo Data: Y – Name: Pages Label: Page Count Group: Src Data: 13 – Name: DatePubCY Label: Publication Date Group: Date Data: 2024 – Name: TypeDocument Label: Document Type Group: TypDoc Data: Journal Articles<br />Reports - Research – Name: Subject Label: Descriptors Group: Su Data: <searchLink fieldCode="DE" term="%22Consumer+Economics%22">Consumer Economics</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Merchandising%22">Merchandising</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Salesmanship%22">Salesmanship</searchLink><br /><searchLink fieldCode="DE" term="%22Decision+Making%22">Decision Making</searchLink><br /><searchLink fieldCode="DE" term="%22Exhibits%22">Exhibits</searchLink><br /><searchLink fieldCode="DE" term="%22Internet%22">Internet</searchLink> – Name: Subject Label: Geographic Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Turkey%22">Turkey</searchLink><br /><searchLink fieldCode="DE" term="%22Cyprus%22">Cyprus</searchLink> – Name: ISSN Label: ISSN Group: ISSN Data: 1303-6521<br />2146-7242 – Name: Abstract Label: Abstract Group: Ab Data: The main purpose of this study is to examine the effect of promotional activities applied in e-commerce on the consumer behavior of individuals living and shopping in the Turkish Republic of Northern Cyprus. The study was conducted using quantitative research method based on Söker's (2022) scale form. The population of the study consists of all individuals residing and shopping in the Turkish Republic of Northern Cyprus, while the sample consists of 336 consumers. The reliability of the collected data was evaluated in the analyzes carried out using SPSS 28.00 program. According to the results of the research, there is a general perception among the respondents that promotional sales strategies are effective on consumers. In particular, promotions such as second item free have the potential to influence respondents' purchasing decisions. The distribution of discount coupons and the use of fair/exhibition booths on digital platforms are other types of promotions that are viewed positively. However, some respondents expressed reservations towards certain promotional strategies. For example, 15.2% had a negative attitude towards discount coupons, while 33.3% believed that promotional products are generally not preferred. These results suggest that the impact of promotional strategies is not the same for everyone and that businesses need to understand their target audience well. In conclusion, promotional selling strategies are generally perceived positively, but some consumers have reservations about such strategies. These findings emphasize the need for businesses to carefully plan their promotional strategies and understand their target audiences. – Name: AbstractInfo Label: Abstractor Group: Ab Data: As Provided – Name: DateEntry Label: Entry Date Group: Date Data: 2024 – Name: AN Label: Accession Number Group: ID Data: EJ1422730 |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=eric&AN=EJ1422730 |
| RecordInfo | BibRecord: BibEntity: Languages: – Text: English PhysicalDescription: Pagination: PageCount: 13 StartPage: 135 Subjects: – SubjectFull: Consumer Economics Type: general – SubjectFull: Marketing Type: general – SubjectFull: Merchandising Type: general – SubjectFull: Foreign Countries Type: general – SubjectFull: Salesmanship Type: general – SubjectFull: Decision Making Type: general – SubjectFull: Exhibits Type: general – SubjectFull: Internet Type: general – SubjectFull: Turkey Type: general – SubjectFull: Cyprus Type: general Titles: – TitleFull: The Effect of Promotional Activities Applied in E-Commerce on Consumer Behavior Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Mustafa Demir IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 04 Type: published Y: 2024 Identifiers: – Type: issn-print Value: 1303-6521 – Type: issn-electronic Value: 2146-7242 Numbering: – Type: volume Value: 23 – Type: issue Value: 2 Titles: – TitleFull: Turkish Online Journal of Educational Technology - TOJET Type: main |
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