Abstract When consumers view a sales promotion in a store or online, they have the ability to disseminate it online and inform others. This dissemination may be beneficial to firms because promotions shared online may bypass skepticism toward advertising. This article investigates whether consumers evaluate online sales promotions that users post differently from firm-disseminated posts. We created a unique online environment where consumers could post sales promotions they encountered. Our findings revealed that, over time, those who are most skeptical of advertising had greater intentions to purchase online and lower intentions to purchase in physical stores. Promotions disseminated by consumers may be perceived as advertising, but they can cause consumers to increase their online purchasing.

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有什么大不了的？他人在线显示的促销如何影响在线和离线购买意向

摘要消费者在商店或在线查看促销时，可以在线传播并通知他人。这种传播对公司可能是有益的，因为在线共享的促销活动可能绕过对广告的怀疑。本文调查消费者是否评估用户发布的在线促销与公司发布的发布有所不同。我们创建了一个独特的在线环境，消费者可以在其中发布遇到的促销信息。我们的发现表明，随着时间的流逝，对广告最持怀疑态度的人有更大的在线购买意向，而在实体店购买的意愿更低。消费者传播的促销活动可能被视为广告，但它们可能导致消费者增加在线购买量。