Designing time-limited cyber promotions: effects of time limit and involvement. |
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| Authors: | Ching-I Teng Li-Shia Huang |
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| Institution: | Department of Business Administration, Chang Gung University, Kweishan Shiang, Taoyuan, Taiwan. chingit@mail.cgu.edu.tw |
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| Abstract: | This study found that a longer time limit in cyber promotions results in lower time pressure perceptions by consumers and a greater rate of consumers choosing higher-priced items. Furthermore, products with which consumers are more involved entail higher time pressure, lower consumer satisfaction, and a lower share of consumers using the promotion for that product. |
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