The Impact of Displaying Quantity Scarcity and Relative Discounts on Sales and Consumer Returns in Flash Sale E-Commerce
Files
Date
2022-01-04
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
Flash sale e-commerce is a very competitive business with low margins due to the high discounts granted. Against this background, merchants pursue the goal of generating as many orders as possible. To achieve this, techniques that stimulate impulse buying behavior are often used. This paper examines two specific instruments that have the potential to contribute to impulse buying, namely, the on-site display of (1) scarcity notifications and (2) the relative discount provided. We use real-world data from a flash sale e-tailer to analyze the impact on customer sales and returns. In that regard, this study is the first to focus specifically on fashion, which is the product category most affected by returns. Furthermore, to synthesize both perspectives, a quantitative model is presented to serve as the basis for a decision support system that enables managers to better deal with the underlying trade-off.
Description
Keywords
Electronic Marketing, discounts, e-commerce, flash sales, returns, scarcity
Citation
Extent
10 pages
Format
Geographic Location
Time Period
Related To
Proceedings of the 55th Hawaii International Conference on System Sciences
Related To (URI)
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Collections
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.