Satın alım, çevrim içi derin indirim sonrası yeniden satın alım ve kulaktan kulağa pazarlama ile ilgili tüketici çalışmaları

Daily deal sites are e-commerce businesses that offer deep discounts (e.g., 50%, 90%) for products and services to consumers through local service providers. These sites increase consumer's buying power and attract more customers for local service providers. The fact that most deal sites keep half of the revenue from each consumer makes this model unprofitable for service providers. To increase the viability of this business model, after purchasing from deal sites, consumers would need to repurchase at full and/or different discount rates from service providers and generate positive Word of Mouth (WOM). For that aim, three studies were conducted. The first study is a survey conducted in Turkey, which examines the consumer motivations based on McClelland Need Theory. The results revealed that need for achievement affects deal purchases while need for group affiliation drives the intention to repurchase at full price and need for power increases the generation of WOM. The second study addresses consumer motivations through a multi-method approach, combining in-depth interviews with an experimental study. The results revealed that price discount and distance are key action variables that managers can control in order to give fewer discounts and make higher profits. Moreover, consumers with a high need for achievement are more likely to generate WOM, while those with a high need for affiliation create more electronic WOM (eWOM). The third study is an experimental study, which reveals that satisfaction is a primary driver for repurchase and WOM. Furthermore, consumer characteristics as coupon proneness and price quality schema are key characteristics for both deal sites and service providers.