Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Regional Conference

Effect of a price discount on retail channel switch from physical to digital and vice versa

Published: December 1, 2022


Gedas Kuńćinskas, ISM University of Management and Economics; Indre Pikturniene, NONE; Indre Radaviciene, Vilnius university


Consumer decisions to select online vs online channels are an important area of the research, providing vital evidence for managerial decisions. Channel managers have to understand what (if any) discounts, among other stimuli, can be used to attract consumers to different shops. Two online experiments were run to test whether it takes the same discount size to attract consumers from physical to digital channels and vice versa. Results indicate that there is a minor preference to stay on a physical channel, which diminishes when a 40 % discount is offered. Consumers hold initial preferences for products and channels that drive their decisions stronger than perceived acquisition value, or dimensions of product involvement.