Abstract
ABSTRACT Variations in sales promotion in e-commerce impact online purchase decisions. Managers of e-commerce marketplaces must comprehend the effects of sales deviations on purchase decisions. We categorize sales promotion changes as either recognisable or unrecognisable to the consumer. We used the stimulus-organization-response model to assess the influence of diverse sales promotions influence consumer purchase decisions via the perceived attractiveness of the product. Using data from 587 online consumers we discovered distinct impacts between recognisable and unrecognisable changes on perceived attractiveness and purchase intention. Additionally, product value moderates these effects. Current research provides valuable insights with interesting theoretical and managerial implications.
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