The Reflection of Promotional Incentives on Online Shoppers' Purchase Decisions: A Field Study

Abdelrahim Mohamed Mahmoud Moawad, Abdallah

doi:10.21608/jsb.2023.201872.1577

The Reflection of Promotional Incentives on Online Shoppers' Purchase Decisions: A Field Study

Document Type : Original Article

Author

Abdallah Abdelrahim Mohamed Mahmoud Moawad

Digital Media Dep. - Qena faculty of media and communication technology - south valley university

10.21608/jsb.2023.201872.1577

Abstract

The present study endeavors to investigate the effect of promotional offers on shoppers' buying behavior on e-commerce websites. Specifically, it aims to measure the correlation between the two variables by adopting a descriptive research design that relies on a survey method. The survey instrument is used to monitor the trends of 245 purposively selected shoppers who browse e-commerce websites, and the resulting data is analyzed through a questionnaire.
The findings reveal a significant and positive relationship between the use of promotional offers on e-commerce websites and shoppers' buying behavior. It is noted that e-commerce websites employ a combination of logical and emotional appeals to convince shoppers to purchase products. Thus, this study highlights the critical role of employing a strategic approach that incorporates both logical and emotional appeals in design, output, and content to effectively enhance shoppers' buying behavior. Such an approach should focus on emphasizing purchasing motivations and incentives, catering to the dynamic needs and desires of shoppers, and achieving the desired marketing objective.

Keywords

Main Subjects

Marketing

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