Online shopper response to non-equivalent mixed promotions with time constraints

Abstract

Purpose – The conditions and time constraints associated with online sales promotions can impact consumers’ impulse buying intentions. Thus, this study aims to investigate how non-equivalent conditions and time constraints affect whether price discounts outperform mixed promotional conditions when consumers engage in impulse purchases. Design/methodology/approach – We use a laboratory study (on mobile clothing boutiques) and a field study (examining time-limited promotion conditions) to assess the impacts of promotions on purchase intentions. Findings – The findings indicate that price discounts (e.g. 50%) and mixed conditions (e.g. a 40% discount, a 15% instant coupon and free returns) do not affect impulse purchase intentions at low non-equivalent promotion levels. Conversely, at high levels, price discounts (e.g. 50%) and mixed conditions (e.g. a 45% discount, a 15% instant coupon and a 1% discount for affiliate cards) significantly affect impulse purchase intentions. In particular, when consumers face a limited purchasing time frame (e.g. 12 h), mixed promotional conditions are likelier to affect impulse purchases than price discounts. Originality/value – This study contributes to the existing literature by addressing a research gap related to the effects of price discounts and non-equivalent mixed conditions on time-constraint duration. © 2025 Emerald Publishing Limited