Do online surprise deals generate repurchase intentions? An investigation

Trivedi, Vibha (2021) Do online surprise deals generate repurchase intentions? An investigation. Doctoral thesis, O.P. Jindal Global University, Haryana, India.

[thumbnail of Thesis] Text (Thesis)
Vibha Trivedi(JGBS)Jan, 2021.PDF
Restricted to Repository staff only

Download (2MB) | Request a copy


With the significant growth of the e-commerce industry, marketers are continuously faced with the challenges of sustaining profits and business growth. Among several ways of sustaining business, repurchases are vital for the sustained growth of any retailing business, specifically, for e-retailing in recent times. Additionally, nurturing and keeping the relationship with existing customers is far more cost-effective than acquiring new ones. Hence, it becomes imperative for online firms to have repurchases by their customers. Further, frequent and attractive promotional offers seem one of the most effective and practiced marketing tools by online retailers to achieve a competitive advantage. Our study investigates the impact of the specific kind of online deal on consumer repurchase intention in the context of aspirational outgroup brands (AOGB).

Item Type: Thesis (Doctoral)
Keywords: Online repurchase intention | Peak- transcendent customer experience | Self-enhancement goal | Hope | Purchase intention
Subjects: Social Sciences and humanities > Business, Management and Accounting > Marketing
Social Sciences and humanities > Psychology > Cognitive Psychology
Social Sciences and humanities > Social Sciences > Social Sciences (General)
JGU School/Centre: Jindal Global Business School
Depositing User: Shilpi Rana
Date Deposited: 11 Feb 2022 04:37
Last Modified: 11 Feb 2022 04:37


Downloads per month over past year

Actions (login required)

View Item
View Item