Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Human Capital: A Key Driver of Consumer Decision Making in Online Promotion


Affiliations
1 Indian Institute of Foreign T rade, Delhi, India
     

   Subscribe/Renew Journal


This study throws light on the diversity of online sales promotion and deal acquisition with respect to human capital (time cost and efforts cost). This is the non-monetary investment of consumer while making a purchase. The influence of non- monetary cost decides the action towards purchase choice amongst various product offerings in online space. Findings of the research reveals (a) the different types of consumer: value conscious, price conscious and encounters (b) different str ategies a consumer adopts: track on information, futuristic thinking and formulating deals (c) source of deal gratification for different goal- oriented consumer behavior . The work proposes an empirical model validated by data interpretation using grounded theory . It shows how Human capital decides approach of consumer to evaluate online sales promotion.

Keywords

Online Sales Promotion, Human Capital, Consumer Behavior , Grounded Theory , E-commerce.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Blattberg, R., Buesing, T ., Peacock, P ., & Sen, S. (1978). Identifying the deal prone segment. J ournal of Marketing Research, 15(3),369-377.

  • Corbin, J. M., & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociolog y , 13(1),3-21.

  • DelVecchio, D. (2005). Deal‐prone consumers' response to promotion: The effects of relative and absolute promotion value. Psycholog y &Marketing, 22(5), 373-391.

  • Glaser , B. G., & Strauss, A. L. (2017). Discovery of grounded theory: Strategies for qualitative research. New Y ork: Routledge.

  • Laroche, M., Pons, F ., Zgolli, N., Cervellon, M. C., & Kim, C. (2003). A model of consumer response to two retail sales promotion techniques. J ournal of Business Research, 56(7),513-522.

  • Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view . Electronic Commerce Research and Applications, 7(3), 341-352.

  • Lu, J. (2003). A model for evaluating e-commerce based on cost/benefit and customer satisfaction. Information Systems Frontiers, 5(3),265-277.

  • Moav, O., & Neeman, Z. (2012). Saving rates and poverty: The role of conspicuous consumption and human capital. The Economic J ournal, 122(563),933-956.

  • Oh, H., & Kwon, K. N. (2009). An exploratory study of sales promotions for multichannel holiday shopping. International Journal of Retail &Distribution Management, 37(10),867-887.

  • Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399-410.

  • PWC( 2017). The promise of Indian Retail from vision to execution. Retrieved from: https://www.pwc.in/assets/pdfs/publications/2017/the-promise-of-indian-retail-from-vision-to-execution.pdf

  • Ratchford, B. T . (2001). The economics of consumer knowledge. Journal of Consumer Research, 27(4), 397-411.

  • Silverstein, M., Silverstein, M. J., & Butman, J. (2006). Treasure hunt: Inside the mind of the new global consumer .New York: Penguin.


Abstract Views: 394

PDF Views: 1




  • Human Capital: A Key Driver of Consumer Decision Making in Online Promotion

Abstract Views: 394  |  PDF Views: 1

Authors

Ayushi Sharma
Indian Institute of Foreign T rade, Delhi, India
Rakesh Mohan Joshi
Indian Institute of Foreign T rade, Delhi, India
Om Prakash Wali
Indian Institute of Foreign T rade, Delhi, India

Abstract


This study throws light on the diversity of online sales promotion and deal acquisition with respect to human capital (time cost and efforts cost). This is the non-monetary investment of consumer while making a purchase. The influence of non- monetary cost decides the action towards purchase choice amongst various product offerings in online space. Findings of the research reveals (a) the different types of consumer: value conscious, price conscious and encounters (b) different str ategies a consumer adopts: track on information, futuristic thinking and formulating deals (c) source of deal gratification for different goal- oriented consumer behavior . The work proposes an empirical model validated by data interpretation using grounded theory . It shows how Human capital decides approach of consumer to evaluate online sales promotion.

Keywords


Online Sales Promotion, Human Capital, Consumer Behavior , Grounded Theory , E-commerce.

References