Determining the Effect of Discount Types on Online Impulse Purchase Intention for Sporting Goods: The Moderating Role of Awareness Training
Keywords:
Discount, online impulse buying, consumer behavior, sports products, marketing strategyAbstract
Objective: This study aimed to determine the effects of commercial, negotiated, defect-related, and cash discounts on online impulse purchase intention for sporting goods and to examine the moderating role of price awareness in these relationships.
Methodology: This applied study employed a cross-sectional descriptive-correlational design. The statistical population consisted of consumers who had made impulse purchases of sporting goods from online stores. Because the exact population size was unknown, Cochran’s formula was used to determine a sample size of 384 participants, who were recruited through convenience sampling. Data were collected using a researcher-developed 20-item online questionnaire assessing discount types, price awareness, and online impulse purchasing. The overall internal consistency of the questionnaire was acceptable, with a Cronbach’s alpha coefficient of 0.839, and its face and content validity were confirmed by subject-matter experts. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS.
Findings: Structural model analysis showed that commercial discounts (β=0.298, t=7.932), defect-related discounts (β=0.418, t=6.138), and cash discounts (β=0.198, t=4.772) had significant positive effects on online impulse purchasing, whereas negotiated discounts had a significant negative effect (β=-0.112, t=2.263). The moderating effect of price awareness was positive and significant for commercial discounts (β=0.098, t=3.355) and negotiated discounts (β=0.100, t=2.271), but negative and significant for defect-related discounts (β=-0.127, t=2.475) and cash discounts (β=-0.066, t=2.136). The model explained a substantial proportion of variance in online impulse purchasing (R²=0.846).
Conclusion: Different discount strategies exert distinct effects on consumers’ online impulse purchasing of sporting goods, while price awareness modifies both the magnitude and direction of these relationships. Accordingly, online sporting-goods retailers should design differentiated discount strategies that account for consumers’ price awareness to enhance the effectiveness of promotional campaigns and stimulate impulse purchases.
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Copyright (c) 1404 Taktam Nemati, Homaira Shojaee, Marzieh Kharaji (Author)
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