The effect of discount days in e-commerce sites on female consumers purchase intention

E-commerce enhances cost efficiency and market access by providing effective targeting and communication strategy in the digital environment. The digital environment necessitates continuous adaptation and strategic innovations for businesses to maintain their competitive advantages and increase their market shares. Monitoring and tracking purchasing behavior through e-commerce enables businesses to take better action. One of the marketing promotional activities, such as discount days, also plays a significant role in this phase. It is essential to encourage consumers to make swift purchasing decisions by offering discounts on products at the right time, to the right consumers, and at the right prices. In this context, it is believed that the discount days organized by e-commerce sites benefit both the brand and the consumer. Therefore, the purpose of this study emerges from the idea that e-commerce sites can influence consumers' purchasing intentions by preparing discount days. This research focuses on evaluating and interpreting women's purchasing intentions.. The main research problem is defined as, "Is there an impact on women's purchasing intentions during discount days on e-commerce sites?" The sub-problem is articulated as, "Do factors related to discount days (economic, quality purchases, shopping convenience, value/appreciation, exploration, and entertainment) influence women's purchasing intentions during discount days on e-commerce sites?" In this context, the research aims to understand the effects of the factors of economic benefits, quality purchases, shopping convenience, value/appreciation, exploration, and entertainment on the purchasing intentions of female participants.