earticle

영어

We empirically examine e-market consumers’ heterogeneity in responding to sales promotion. As e-market users are exposed to frequent seller discounts online, they might become less attracted to such discounts. We find that there are two different types of consumers on the e-market, those who are strongly motivated by temporal seller discounts to buy their products (H_Sens group), and those who are less motivated by such discounts (L_Sens group). Platform-level promotions may work for H_Sens group to enhance their purchase intention, but not for L_Sens group. We also find that contemporaneous platform-level and seller-level promotions have a synergy effect on increase in sales. This might be because the platform promotion brings H_Sens consumers into the market, which is positively related to the effectiveness of seller promotion. Such synergy, however, depends on product categories, where search goods have a higher synergetic effect than experience goods.