Expecting the surprises: role of hope in consumer repurchase intentions in an online shopping environment

Trivedi, Vibha, Banerji, Diptiman and Yadav, Mohit (2021) Expecting the surprises: role of hope in consumer repurchase intentions in an online shopping environment. Journal of Strategic Marketing. ISSN 0965254X (In Press)

[thumbnail of JOSM 2021.pdf] Text
JOSM 2021.pdf - Published Version
Restricted to Repository staff only

Download (4MB) | Request a copy


Offering frequent, attractive promotional offers is one of the most effective and practiced marketing strategies used to achieve competitive advantage through the generation of consumer repurchase intentions (RI). Our experimental study investigates the impact of short-lived surprise deals (SLSD) offered on aspirational out-group brands on consumer repurchase intentions. It also tests the moderating role of self-enhancement goals (SEG) on the impact of the SLSD on the purchase of such aspirational brands from the deal and on th5e mediating paths through peak-transcendent customer experience (TCE) and hope of coming across such short-lived surprise deals on the website again. Our findings reveal that hope is a critical factor in generating repurchase intentions through online short-lived surprise deals. By employing the suggested promotional strategy, online firms would be able to provide a positive consumer experience and generate repurchase intentions. Our findings have significant managerial and theoretical implications.

Item Type: Article
Keywords: Online Repurchase Intention | Peak-Transcendent Customer Experience | Self-Enhancement Goal Hope | Purchase Intention| Short-Lived Surprise Deals
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 08 Feb 2022 07:15
Last Modified: 14 Feb 2022 06:12
Official URL: https://doi.org/10.1080/0965254X.2021.1996449
URI: https://pure.jgu.edu.in/id/eprint/1113


Downloads per month over past year

Actions (login required)

View Item
View Item