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dc.contributor.authorFagerstrøm, Asle
dc.contributor.authorArntzen, Erik
dc.contributor.authorVolden, Marius
dc.date.accessioned2021-10-15T17:45:26Z
dc.date.available2021-10-15T17:45:26Z
dc.date.created2021-09-07T11:59:34Z
dc.date.issued2021-02-22
dc.identifier.citationProcedia Computer Science. 2021, 181 702-708.en_US
dc.identifier.issn1877-0509
dc.identifier.urihttps://hdl.handle.net/11250/2823460
dc.description.abstractThe point of online purchase includes the location and conditions in which an online transaction takes place. The term usually comprises the presentation of the products available for purchase by consumers as well as the means of completing the transaction. Knowledge about how the online setting and the specific situation influence consumers at the point of online purchase setting may increase the success of online marketing activities. An online experiment was arranged for the analysis of motivating events at the point of the online purchase situation. A total of 1992 business-to-business customers from an online retailer were randomly assigned to two groups. The treatment group (n=999) received an up-sell offer related to either a product improvement and/or to a lower price offer within two months. The control group (n=993) did not receive any form of up-sell offers in the same two-month period. The results show that the treatment group had a conversion rate of approximately 39% for up-sell offers. Also, results show an increased revenue of 87.94% for the treatment group compared to the control group. Results of the experiment are discussed in relation to the concepts of rule and rule-governed behavior at the point of online purchase.en_US
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.ispartofseriesProcedia Computer Science;Volume 181
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.no*
dc.subjectPoint of online-purchasesen_US
dc.subjectUp-sell offersen_US
dc.subjectRule-governed behaviorsen_US
dc.subjectOnline experimentsen_US
dc.titleMotivating Events at the Point of Online Purchase: An Online Business-to-Business Retail Experimenten_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.rights.holder© 2021 The Author(s).en_US
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1
dc.identifier.doihttps://doi.org/10.1016/j.procs.2021.01.221
dc.identifier.cristin1932000
dc.source.journalProcedia Computer Scienceen_US
dc.source.volume181en_US
dc.source.pagenumber702-708en_US


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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
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