The impact of consumers’ perceptions regarding the ethics of online retailers and promotional strategy on their repurchase intention
作者:
Highlights:
• We study the impact of CPEOR and promotional strategy on the repurchase intention.
• The concept of self-signaling is used as a theoretical foundation.
• This is the first CPEOR-related research to adopt a two-way ANCOVA analysis.
• When CPEOR is low, the repurchase intention increases with a CRM-based promotion.
• When CPEOR is high, the repurchase intention increases with a Price Discount-based promotion.
摘要
•We study the impact of CPEOR and promotional strategy on the repurchase intention.•The concept of self-signaling is used as a theoretical foundation.•This is the first CPEOR-related research to adopt a two-way ANCOVA analysis.•When CPEOR is low, the repurchase intention increases with a CRM-based promotion.•When CPEOR is high, the repurchase intention increases with a Price Discount-based promotion.
论文关键词:Consumers’ perceptions regarding the ethics of online retailers (CPEOR),Repurchase intention,Cause-related marketing (CRM),Price discount,Self-signaling,Theory
论文评审过程:Received 13 May 2020, Revised 25 October 2020, Accepted 25 October 2020, Available online 20 November 2020, Version of Record 20 November 2020.
论文官网地址:https://doi.org/10.1016/j.ijinfomgt.2020.102264