Expert vs. novice userscomparative analysis of the effectiveness of online discounts and gifts

Resumo

This study analyzes whether experienced and new Internet users react differently to online discounts and gifts. The results obtained in a multi-group SEM analysis show that experienced users are more influenced by online sales promotions and have a greater purchase intention than new users. However, although both groups of Internet users show a predisposition to purchase the promoted service, experts form an opinion about the Web advertisements when they see an online discount and they change their attitude toward the brand when they see an online gift, while no significant differences are observed in the novice users’ response to promotional incentives. The findings of this research help us understand better the way Internet users process different types of promotional incentives communicated through banners, and to what extent the experience in the use of Internet affects that process.