Online spending behavior during promotion days

Abstract

This research have 2 purposes 1) To study the behavior of purchasing products via online channels during the promotion (Double day) 2. To encourage consumers to change their online shopping behaviors. The research was conducted from a sample of 29 people who spent online during the double day promotion period using the random sampling method.

The researcher conducted a questionnaire to collect data to used in this research with a theory of behavioral economics known as nudge theory.

From research results It was found that the factors affecting the change in online spending behavior during the promotion period at a statistically significant level of 99% had one factor is monthly income. and factors affecting the change in online spending behavior during the promotion period, at the statistically significant level of 95%, there are 3 factors: female, nudge by way of telling shopping money to collect money and past purchase orders made online during the Double day promotion for the past 3 months.

Keywords : Nudge Theory, Online Shopping, Double Day Promotion

From research results It was found that the factors affecting the change in online spending behavior during the promotion period at a statistically significant level of 99% had one factor is monthly income. and factors affecting the change in online spending behavior during the promotion period, at the statistically significant level of 95%, there are 3 factors: female, nudge by way of telling shopping money to collect money and past purchase orders made online during the Double day promotion for the past 3 months.