Can mobile promotion automation decrease overall purchases? The role of promotion pattern predictability in customer habit formation

IF 11 1区 管理学 Q1 BUSINESS Journal of Retailing and Consumer Services Pub Date : 2024-10-30 DOI:10.1016/j.jretconser.2024.104138
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Abstract

Automating mobile promotions facilitates customization through geo-location and temporal targeting; however, this can lead the geographic and temporal patterns of promotions to become predictable. We argue that this predictability enables customer habit formation as the promotion, the context in which it is received, and the purchase behavior become associated in the customer's memory through repeated co-occurrence. This results in the customer purchasing only when promotions are expected to occur, decreasing their overall purchase likelihood. Across four studies, including empirical data from two different industries in different global regions and two controlled laboratory experiments focused on different purchase scenarios, we find that customers exposed to predictable promotion patterns shift their purchases to when promotions are expected, decreasing overall purchase probability. These effects are stronger for customers with consistent past purchase patterns or low involvement with the product, and predictability of promotion patterns does not impact customer attitudes, providing evidence that they are driven by customer habit formation.
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移动促销自动化能否减少总体购买量?促销模式的可预测性在顾客习惯养成中的作用
通过地理位置和时间定位,移动促销的自动化为定制化提供了便利;然而,这会导致促销的地理和时间模式变得可预测。我们认为,这种可预测性有助于客户形成习惯,因为促销活动、收到促销活动的环境和购买行为会通过重复出现在客户的记忆中。这就导致顾客只在促销预期发生时才购买,从而降低了他们的总体购买可能性。通过四项研究(包括来自全球不同地区两个不同行业的经验数据和两个针对不同购买场景的实验室对照实验),我们发现,受到可预测促销模式影响的顾客会将其购买行为转移到促销预期发生的时间,从而降低整体购买概率。对于过去购买模式一致或对产品参与度较低的顾客,这些影响会更大,而且促销模式的可预测性不会影响顾客的态度,这为顾客习惯的形成提供了证据。
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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