What type of online sales promotion do airline users prefer? Analysis of the moderating role of users’ online experience level
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 user’s level of Internet experience (characterized as novice, moderate, or expert user)....
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| Format: | Article |
| Language: | English |
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University of Algarve, ESGHT/CINTURS
2015-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/757/1264 |
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| author | Esmeralda Crespo-Almendros Salvador Del Barrio-García Juan Miguel Alcántara-Pilar |
| author_facet | Esmeralda Crespo-Almendros Salvador Del Barrio-García Juan Miguel Alcántara-Pilar |
| author_sort | Esmeralda Crespo-Almendros |
| collection | DOAJ |
| 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 user’s 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 nonmonetary 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 user’s level of Web experience affects the effectiveness of
each type of online sales promotion. |
| format | Article |
| id | doaj-art-b1d9b339d2a84c4c883d3ecff32f5c4e |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2015-01-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-b1d9b339d2a84c4c883d3ecff32f5c4e2025-02-02T19:31:09ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662015-01-011115261What type of online sales promotion do airline users prefer? Analysis of the moderating role of users’ online experience levelEsmeralda Crespo-Almendros0Salvador Del Barrio-García1Juan Miguel Alcántara-Pilar2University of Granada, Business and Economics Faculty, Marketing and Market Research Department, Cartuja Campus s/n, 18071 Granada, SpainUniversity of Granada, Business and Economics Faculty, Marketing and Market Research Department, 18071 Granada, SpainUniversity of Granada, Business and Economics Faculty, Marketing and Market Research Department, 18071 Granada, SpainThe 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 user’s 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 nonmonetary 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 user’s level of Web experience affects the effectiveness of each type of online sales promotion.https://tmstudies.net/index.php/ectms/article/view/757/1264airlinessales promotionprice discountfree giftinternet experience |
| spellingShingle | Esmeralda Crespo-Almendros Salvador Del Barrio-García Juan Miguel Alcántara-Pilar What type of online sales promotion do airline users prefer? Analysis of the moderating role of users’ online experience level Tourism & Management Studies airlines sales promotion price discount free gift internet experience |
| title | 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_short | 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 |
| topic | airlines sales promotion price discount free gift internet experience |
| url | https://tmstudies.net/index.php/ectms/article/view/757/1264 |
| work_keys_str_mv | AT esmeraldacrespoalmendros whattypeofonlinesalespromotiondoairlineuserspreferanalysisofthemoderatingroleofusersonlineexperiencelevel AT salvadordelbarriogarcia whattypeofonlinesalespromotiondoairlineuserspreferanalysisofthemoderatingroleofusersonlineexperiencelevel AT juanmiguelalcantarapilar whattypeofonlinesalespromotiondoairlineuserspreferanalysisofthemoderatingroleofusersonlineexperiencelevel |