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- Title
How Do Price Promotions Affect Customer Behavior on Retailing Platforms? Evidence from a Large Randomized Experiment on Alibaba.
- Authors
Zhang, Dennis J.; Dai, Hengchen; Dong, Lingxiu; Qi, Fangfang; Zhang, Nannan; Liu, Xiaofei; Liu, Zhongyi; Yang, Jiang
- Abstract
The article highlights a report on the study of Alibaba on how price promotions affect customer at retailing platform. The article mentions several focuses of the study including quantify the effectiveness of promotion program in the short term, evaluation of the promotion program in terms of customer engagement, and assessment of customers' strategic behavior on dynamic pricing changes in the long term.
- Subjects
CONSUMER behavior research; PRICE flexibility; RETAIL industry; SALES promotion; CUSTOMER equity; CUSTOMER relationship management; ALIBABA Group Holding Ltd.
- Publication
Production & Operations Management, 2018, Vol 27, Issue 12, p2343
- ISSN
1059-1478
- Publication type
Article
- DOI
10.1111/poms.12964