What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2015 |
| Outros Autores: | , |
| Tipo de documento: | Artigo |
| Idioma: | eng |
| Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
| Texto Completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582015000100006 |
Resumo: | The aim of the present research is to assess which type of online promotional incentive (monetary or non-monetary) is the most effective at achieving purchase intention for airline tickets, depending on the users level of Internet experience (characterized as novice, moderate, or expert user). A Univariate General Linear Model is conducted, using data obtained from an experimental design with two levels: monetary online sales promotion and non-monetary online sales promotion. The findings indicate that in the case of acquiring an airline ticket online, monetary incentives are more appealing to novice Web users, while non-monetary incentives are preferred by expert users. The present study breaks new ground in that it examines, in the travel sector, the effectiveness of online sales promotions at prompting the individual to purchase online, in a comparative analysis based on online sales incentive type (monetary vs. non-monetary). The work contributes to the literature on the online travel sector by analyzing how the users level of Web experience affects the effectiveness of each type of online sales promotion. |
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What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience levelAirlinessales promotionprice discountfree giftInternet experienceThe aim of the present research is to assess which type of online promotional incentive (monetary or non-monetary) is the most effective at achieving purchase intention for airline tickets, depending on the users level of Internet experience (characterized as novice, moderate, or expert user). A Univariate General Linear Model is conducted, using data obtained from an experimental design with two levels: monetary online sales promotion and non-monetary online sales promotion. The findings indicate that in the case of acquiring an airline ticket online, monetary incentives are more appealing to novice Web users, while non-monetary incentives are preferred by expert users. The present study breaks new ground in that it examines, in the travel sector, the effectiveness of online sales promotions at prompting the individual to purchase online, in a comparative analysis based on online sales incentive type (monetary vs. non-monetary). The work contributes to the literature on the online travel sector by analyzing how the users level of Web experience affects the effectiveness of each type of online sales promotion.Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve2015-01-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582015000100006Tourism & Management Studies v.11 n.1 2015reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582015000100006Crespo-Almendros,EsmeraldaBarrio-García,Salvador DelAlcántara-Pilar,Juan Miguelinfo:eu-repo/semantics/openAccess2024-02-06T17:29:01Zoai:scielo:S2182-84582015000100006Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:33:05.676729Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
| dc.title.none.fl_str_mv |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level |
| title |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level |
| spellingShingle |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level Crespo-Almendros,Esmeralda Airlines sales promotion price discount free gift Internet experience |
| title_short |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level |
| title_full |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level |
| title_fullStr |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level |
| title_full_unstemmed |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level |
| title_sort |
What type of online sales promotion do airline users prefer?: Analysis of the moderating role of users online experience level |
| author |
Crespo-Almendros,Esmeralda |
| author_facet |
Crespo-Almendros,Esmeralda Barrio-García,Salvador Del Alcántara-Pilar,Juan Miguel |
| author_role |
author |
| author2 |
Barrio-García,Salvador Del Alcántara-Pilar,Juan Miguel |
| author2_role |
author author |
| dc.contributor.author.fl_str_mv |
Crespo-Almendros,Esmeralda Barrio-García,Salvador Del Alcántara-Pilar,Juan Miguel |
| dc.subject.por.fl_str_mv |
Airlines sales promotion price discount free gift Internet experience |
| topic |
Airlines sales promotion price discount free gift Internet experience |
| description |
The aim of the present research is to assess which type of online promotional incentive (monetary or non-monetary) is the most effective at achieving purchase intention for airline tickets, depending on the users level of Internet experience (characterized as novice, moderate, or expert user). A Univariate General Linear Model is conducted, using data obtained from an experimental design with two levels: monetary online sales promotion and non-monetary online sales promotion. The findings indicate that in the case of acquiring an airline ticket online, monetary incentives are more appealing to novice Web users, while non-monetary incentives are preferred by expert users. The present study breaks new ground in that it examines, in the travel sector, the effectiveness of online sales promotions at prompting the individual to purchase online, in a comparative analysis based on online sales incentive type (monetary vs. non-monetary). The work contributes to the literature on the online travel sector by analyzing how the users level of Web experience affects the effectiveness of each type of online sales promotion. |
| publishDate |
2015 |
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2015-01-01 |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/article |
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article |
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publishedVersion |
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http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582015000100006 |
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http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582015000100006 |
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eng |
| language |
eng |
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http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582015000100006 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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text/html |
| dc.publisher.none.fl_str_mv |
Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
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Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
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Tourism & Management Studies v.11 n.1 2015 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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