Promotional pricing in the electronic commerce for holiday packages : a model of purchase behavior

Abstract

A multidimensional model, following a cognitive-affective-behavior pattern is proposed, in the context of consumers' use of price promotions for holiday packages bought over the Internet. The model integrates all aspects of how and why consumers use sales promotions and specifies the linkage between consumers' beliefs, attitude and behavior. The cognitive component included two dimensions: the overall evaluation of the benefits triggered by the promotion; and, the information search for potential price promotions. It is posited to influence the liking degree of specific price promotions as well as the liking of deals in general. This affective component is posited to influence behavioral intentions towards price promotions. A structural equation modeling analysis (SEM) offers strong support for the expected paths. Moreover, the potential influences on this pattern of consumers' traits are included; busyness, variety seeking, perceived financial wellness, market maven and brand loyalty.