{"title":"The effects of the time intervals and promotional sources on the inaction inertia of online shopping","authors":"Ying-Feng Kuo, Tso-Hao Shen, Wen-Chen Lin","doi":"10.1145/3504006.3504007","DOIUrl":null,"url":null,"abstract":"This study investigates the effects of the time intervals and promotional sources between a missed better promotion and a current less attractive promotion on the inaction inertia in online shopping through an online experiment. The results show that the shorter the time intervals and coming from the same promotional source between two promotions in online shopping, the greater the inaction inertia. In theoretical implications, this study extends to validate the inaction inertia effect in online shopping and reconfirm that the time intervals and promotional sources between promotions affect the inaction inertia effect. In practice, online store managers can refer to the results of this study as a reference for planning future promotional activities.","PeriodicalId":296534,"journal":{"name":"Proceedings of the 8th Multidisciplinary International Social Networks Conference","volume":"25 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 8th Multidisciplinary International Social Networks Conference","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1145/3504006.3504007","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
Abstract
This study investigates the effects of the time intervals and promotional sources between a missed better promotion and a current less attractive promotion on the inaction inertia in online shopping through an online experiment. The results show that the shorter the time intervals and coming from the same promotional source between two promotions in online shopping, the greater the inaction inertia. In theoretical implications, this study extends to validate the inaction inertia effect in online shopping and reconfirm that the time intervals and promotional sources between promotions affect the inaction inertia effect. In practice, online store managers can refer to the results of this study as a reference for planning future promotional activities.
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