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مشخصات این مقاله :
عنوان مقاله :
The Sales Velocity Effect on Retailing
ترجمه فارسی عنوان :
اثر سرعت فروش در خرده فروشی
سال انتشار : 2014
متعلق به مجله یا ژورنال : مجله بازاریابی تعاملی – Journal of Interactive Marketing
تعداد صفحات: 20
شماره پروژه: 5072
کلمات کلیدی :
Observational learning, Consumer choice, Online experiment ,Internet marketing, Social influences ,Social learning
یادگیری مشاهده ها، انتخاب مصرف کننده، آزمایش آنلاین، بازاریابی اینترنتی، تاثیرات اجتماعی، یادگیری اجتماعی
In an increasingly crowded marketplace, retailers need innovative ways of promoting products to their consumers. E-commerce retailers have utilized to great effect lists of top ranked products to promote product sales; the higher the sales rank, the more likely consumers buy that product. This influence to buy, based on observing what others bought is known as observational learning (OL). Prior OL research assumed that OL arises from observing a static outcome, such as the current sales rank of a product. However, prior research on intertemporal choice showed that people prefer outcomes with increasing trends over stable or decreasing trends. This suggests that observing an increasing sales rank, denoted as sales velocity, would have a positive effect on purchase likelihood. We conducted three studies to test the sales velocity effect. Results show that sales velocity has a significant effect on likelihood of purchases, reversing even participant preferences for a product with a higher sales rank. This effect is consistent across four broad products tested. For researchers, by joining the two previously disparate branches of research in OL and intertemporal choice, we addressed a gap in OL research which previously ignored the velocity dimension of OL. For retailers, the study demonstrated the impact of the sales velocity metric on making choices, and thus they could use sales velocity data as a cost-effective marketing tool for specific products.
مقدمه این مقاله :
Consumers are often influenced by the purchase choices of others when they make their own purchase choices (Chen,Wang, and Xie 2011; Hanson and Putler 1996). Furthermore,80% of sales are influenced by online information.1 Recognizing this, retailers have leveraged e-commerce portals to facilitate popularity-based marketing tools such as a top ten sorted list of sold products. The underlying mechanism is denoted as observational learning (OL) and describes the observation of others’ actions without considering the underlying rationale (Bikhchandani, Hirshleifer, and Welch 1998).The consumer subsequently infers some state of reality from the actions of others and takes the same action. effective form of online social influence (Chen, Wang, and Xie 2011; Duan, Gu, and Whinston 2009; Tucker and Zhang 2011); OL is often implemented as a list of best selling products sorted by sales rank. It has been already shown that the higher the sales rank, the more likely consumers buy that product (Cai,Chen, and Fang 2009). Prior research (Chen, Wang, and Xie 2011; Duan, Gu, and Whinston 2009; Tucker and Zhang 2011), however, implemented OL as a metric static in time, namely as the current sales rank of a product; however, psychology literature on intertemporal choice showed that the satisfaction with an outcome (ex. a person’s current salary) is positively related not only to the “position” of an outcome (ex. the current salary) but also the rate at which this outcome changes over time (the “velocity” — ex.how much the current salary changed from the previous level)
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