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This study aims to examine how the effect of pop-ups on an omnichannel brand’s subsequent online sales is moderated by the brand’s online price and premium promotions, paid search and popularity signaling.

Using a difference-in-differences approach, this study appraises variations in two similar Chinese apparel brands’ online sales before and after one of the brands’ implementations of its pop-ups and how the brand’s online promotions modify the pop-ups’ effect.

Unique, interactive pop-ups boost brands’ subsequent online sales. Online price promotions negatively moderate the effect; online premium promotions and paid search positively moderate it. Moreover, the product’s popularity diminishes the extent to which a pop-up stimulates online demand. These findings can be partially generalized to other categories, such as utilitarian products.

Only certain online strategies enhance the effect of pop-ups on brands’ online sales, so practitioners should strategically select appropriate promotion combinations when they operate pop-ups and allocate resources across channels. In addition, the moderating influence of online promotions on pop-ups depends on the type of product being promoted.

Pop-ups offer proven abilities to deliver sensory experiences to online shoppers, reinforce brand awareness and loyalty and boost online sales. This study extends prior research by examining how various online promotions moderate pop-ups’ effects.

The purpose of this study was to investigate whether consumers differ in their online or offline purchase intention, depending on which channel with price promotion information they are first exposed to, and to analyse the moderating role of brand trust.

Overall, 174 responses were obtained via an online survey using two contact channels (online/offline) by two levels of brand trust (high/low) between-subject designs.

Spillover effects were found across channels when a consistent price promotion is executed in both online and offline channels, purchase intentions for cross-channel and contact channel increase simultaneously. Although there was a similar effect in the discrepancy of purchase intentions towards the cross-channel according to contact channels, it varied depending on brand trust. When brand trust is high, having contact with offline price-discount information has a large online spillover effect. When brand trust is low, the spillover effect from online to offline is large.

This study expands the multi-channel research by proving the spillover effects between channels and confirming the difference according to brand trust.

Increasing promotion information for online contact is effective in driving offline visits for new brands, and the effective use of promotion information at offline stores can have a positive impact on online channels for well-known brands.

This study explores the cross-channel spillover effect of price promotion and proves that these effects depend on brand trust.

The purpose of this paper is to explore the effect of consumers' perceived product promotion and atmosphere promotion strategies on their participation intention, and the possible interaction between product promotion and atmosphere promotion strategies on their participation intention in online shopping festivals.

This paper conceptualized consumer perception of product promotion strategies of online shopping festivals as Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion and Perceived Fun of Promotion Activities and atmosphere promotion strategies as Perceived Contagiousness of Mass Participation. Based on the Stimulus-Response Theory, this study constructed an influencing model of promotion strategies on consumer participation intention in online shopping festivals. Structural equation modeling with partial least squares was used for analyzing the data from a sample of 495 consumers to test the proposed hypotheses.

The results showed that Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion, Perceived Fun of Promotion Activities and Perceived Contagiousness of Mass Participation significantly and positively affect consumer Participation Intention; Perceived Contagiousness of Mass Participation plays a moderating role in the effect of Perceived Temptation of Price Promotion on Participation Intention.

This study is the first empirical attempt to examine the moderating role of atmosphere promotion between product promotion and consumer participation intention in online shopping festivals. The findings provide theoretical basis and practical guidance for e-commerce platforms and merchants for improving their online shopping festival promotion strategies.

Prior hospitality studies have reviewed review trustworthiness and perceived price as predictors of restaurant selection. However, the impacts of these two factors may vary by sales promotion and customer types. This study aims to determine whether sales promotions and customer type are the key elements that facilitate behavioral intentions by moderating the linkage between perceived price and behavioral intentions as well as the linkage between online review trustworthiness and behavioral intentions.

Analysis of the responses of 533 individuals familiar with the Michelin Guide for restaurants in Seoul provided evidence supporting a sales promotion theory wherein promotions signal benefits in consumers’ minds.

The findings show that when perceived price is positive and the trustworthiness of online reviews is high, repeat customers prefer mixed coupons to price discounts. Notably, the results indicate that when the trustworthiness of online reviews is high, first-time customers also prefer mixed coupons to price discounts. Furthermore, the findings suggest that negative evaluations of perceived price increase the impact of mixed coupons by signaling to first-time customers that given restaurants’ offerings provide monetary benefits regardless of their intentions to revisit said restaurants.

The study findings provide insights that should help managers better understand various levels of promotion. Managers can design their pricing strategies to strengthen customers’ motivations to visit their restaurants – the very thing customers often seek in sales promotions.

This study provides indisputable evidence for a sales promotion theory, wherein promotions signal benefits in consumers’ minds; however, it also shows that first-time and repeat customers do not respond equally to sales promotions.

The purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use.

An online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling.

Three major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying.

First, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying.

This research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to revolutionize business and society. Split into four distinct sections, the book first lays out the theoretical foundations and fundamental concepts of E-Business before moving on to look at internet+ innovation models and their applications in different industries such as agriculture, finance and commerce. The book then provides a comprehensive analysis of E-business platforms and their applications in China before finishing with four comprehensive case studies of major E-business projects, providing readers with successful examples of implementing E-Business entrepreneurship projects.

Internet + and Electronic Business in China is a comprehensive resource that provides insights and analysis into how E-commerce has revolutionized and continues to revolutionize business and society in China.

The objective of the paper is to examine the effect of brand name and promotion on consumers' perceived value, store image, and purchase intention.

An experiment with a 2×2 (well known versus unknown brand name, promotion versus no promotion) between‐subjects factorial design was conducted and completed by 392 college students.

Brand name had a positive effect on consumers' perceived store image and promotion positively influenced consumers' perceived value. There were positive relationships among perceived value, store image and behavioral intention.

Since participants were primarily female college students at a Midwestern university in the USA, the results of the study cannot be generalized to the general population of college students.

Online retailers should consider the importance of enhancing their brand familiarity in terms of creating positive store image. Effective sales promotions could be used as a reward for loyal consumers and to attract more new consumers.

In spite of prevailing sales promotions and brand names in online shopping, little research has addressed the effect of promotion and brand name on online apparel shoppers' responses. The empirical evidence of this study will contribute to the literature in online apparel retailing fields.

This paper investigates a dual-channel supply chain in which a manufacturer offers coupons in the online channel and the retailer in the offline channel. The optimal pricing and coupon promotion policies are explored, and the brand image under different promotion scenarios is studied.

Three differential game models, namely no coupon is offered, coupons offered by the manufacturer and coupons offered by the retailer, are constructed.

The results show that the manufacturer and retailer intend to conduct coupon promotions under a large coupon redemption rate. Coupon promotion derives a higher price and profit for the issuers, and the manufacturer can free-ride on the retailer's coupon promotion. The retailer's profit in the retailer-promotion scenario may be lower than that in the manufacturer-promotion scenario in some special conditions. Besides, price, coupon face value, brand image and profit increase over time. After multiple cycles game, the operational strategy evolves to an optimal equilibrium status.

This paper provides guidance and advice for dual-channel supply enterprises to implement joint pricing and coupon promotion strategies under multiple sales seasons.

This research seeks to examine differences in perceived shipping charge inflation associated with online promotions presented as reducing base product price, reducing shipping surcharge, or reducing all‐inclusive price and its impact on deal values for shipping charge skeptics and non‐skeptics.

Drawing from research on multi‐component pricing and mental accounting, a laboratory experiment investigates if shipping charge skeptics differ in their perceptions of shipping charge inflation for different presentations of online promotions from non‐skeptics, and if they differ in perceived deal value of economically equivalent promotions presented as reduced product price, reduced shipping charge promotion, or reduced all‐inclusive price for high and low priced items with small or large shipping fees at retail websites.

Analyses show that shipping charge skeptics differ from non‐skeptics in their perceptions of shipping charge inflation and deal values for different online promotions only when the surcharge is large relative to the base price. Reduced price promotions are most attractive for high‐priced items with low surcharge but least attractive for large surcharge sizes. For large surcharge sizes, shipping charge skeptics prefer reduced all‐inclusive price promotions to reduced shipping promotions, while non‐skeptics prefer reduced shipping promotions to reduced all‐inclusive price promotions.

The results suggest that the effectiveness of various promotion frames at online stores differ based on base price, surcharge size, and consumer skepticism of shipping charge. Robustness of the results obtained at different levels of discount sizes need investigation.

Online retailers that have to charge high shipping fees can use promotions to shift the referent price component used by consumers to calculate savings and mitigate perceptions of shipping or base price inflation. For equivalent dollar savings, retailers can use reduced shipping charge promotions to communicate higher deal values to shipping charge non‐skeptic consumers than reduced base price or reduced all‐inclusive promotions.

This research examines how consumer perceptions of deal values differ, even though objective savings and financial outlay is the same, when promotions are presented as reducing product price versus surcharge.

The purpose of this paper is to examine how information load, consumers’ regulatory focus, and prior attitudes interact to influence consumers’ response to firm crisis in the context of online discussion forum. By doing this, this study presents the solving strategy for unintended criticism in online space.

Based on selective exposure and regulatory focus theory, the author proposes that consumers’ regulatory focus and prior attitudes toward a focal firm influence the relationship between information load and selective exposure phenomenon. The data for this study are obtained from an experimental research design. Data were collected from 165 college students who have an experience with an online discussion forum.

The author finds that selective exposure is likely to occur when information load is high (vs low). More importantly, this selective exposure is influenced by regulatory focus. Prevention-focussed consumers with favorable (vs unfavorable) prior attitudes toward the target firm tend to evaluate it less favorably, whereas promotion-focussed consumers with unfavorable (vs favorable) prior attitudes are likely to evaluate it more favorably when information load is high.

Evidence is found that consumers’ regulatory focus moderates the effect of information quantity on confirmatory information search, and induces different response strategies to firm crisis information.