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The International Journal of Management Science and Information Technology (IJMSIT)

The international journal of management Science and information technology (IJMSIT) is a refereed journal and publishes high-quality theoretical and empirical papers in the areas of management science and information technology. This journal reports the impact of information technologies on the managerial and organizational topics. IJMSIT develops a comprehensive and theoretical framework by using a multidisciplinary approach to management and information technology for researchers and practitioners.

 


Editor-in-chief: J. J. Ferreira, University of Beira Interior, Portugal, Email: jjmf@ubi.pt
Published: Quarterly
Copyright: 2012, North American Institute of Science and Information Technology (NAISIT)
ISSN: ISSN 1923-0265 (Print) - ISSN 1923-0273 (Online) - ISSN 1923-0281 (CD-ROM)

NOVICE AND EXPERT INTERNET USERS: INFLUENCE OF PRICE DISCOUNTS ON ATTITUDE TOWARD THE BANNER AND WEBSITE
15 : Special Issue: 2014 Spanish-Portuguese Scientific Management Conference ( 2015-03 )

Abstract:

Due to the increasing number of promotional banners hosted on websites, it is important to study how the use of price discounts may affect attitudes toward the banner and the website, and how this effect may vary depending on the user’s experience of the Internet. This paper endeavors to fill this research gap by conducting an empirical study amongst 226 individuals. The results of this study lead us to conclude that users’ attitudes toward online price discounts exert an influence on their opinion of the host website. Moreover, the findings show that the transfer of affect between the price discount and the website depends on the individual’s experience of using the Internet. Price discount has a direct influence on attitude toward the website when the individual is an ‘expert’ Internet user but not when they are a novice. In the case of novice Internet users, opinion on the discount offered affects opinion about the website indirectly, via attitude toward the banner. The present work discusses a series of conclusions are discussed and sets out the main managerial implications.

Author(s): Esmeralda Crespo-Almendros - Spain - Universidad de Granada
Salvador Del Barrio-García - Spain - Universidad de Granada
Keywords: online price discount, attitude toward the banner; attitude toward the website, attitude toward the sales promotion
Download: Click here to download paper

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