Short answer

Shift focus from simply offering discounts to crafting promotional strategies that actively shape positive online customer journeys and behaviors.

Field: Innovation & Markets
Source: Jurnal Riset Multidisiplin dan Inovasi Teknologi (2023)
Method: Quantitative research using Partial Least Squares (PLS) modeling.
Sample: 160 participants
Evidence: Strong effect

Promotional activities do not directly drive purchase decisions; instead, they shape e-customer behavior, which in turn influences purchasing choices. This innovation & markets research insight is drawn from a 2023 study published in Jurnal Riset Multidisiplin dan Inovasi Teknologi. Using Quantitative research using partial least squares (pls) modeling. with 160 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Shift focus from simply offering discounts to crafting promotional strategies that actively shape positive online customer journeys and behaviors.

Study

Innovation & MarketsRecentStrong effect

Promotional effectiveness in e-commerce is fully mediated by e-customer behavior.

Promotional activities do not directly drive purchase decisions; instead, they shape e-customer behavior, which in turn influences purchasing choices.

Jurnal Riset Multidisiplin dan Inovasi Teknologi · 2023

Key Findings

01Promotional activities significantly influence e-customer behavior.
02Promotional activities have a direct influence on purchasing decisions.
03E-customer behavior directly influences purchasing decisions.
04E-customer behavior fully mediates the relationship between promotional activities and purchasing decisions.

Application

Design takeaway

Shift focus from simply offering discounts to crafting promotional strategies that actively shape positive online customer journeys and behaviors.

How to apply

When designing an e-commerce promotion, consider the specific customer behaviors you want to encourage (e.g., repeat visits, product reviews, social sharing) and tailor the promotion to elicit those actions.

Project actions

01When designing a promotional campaign for a product, consider how it will affect user interaction and engagement on the platform.
02Measure the success of your promotion not just by sales, but by changes in user behavior metrics like time spent on site or number of items added to cart.

Method & Evidence

AimTo investigate how promotional activities influence e-commerce purchase decisions, with a specific focus on the mediating role of e-customer behavior within the MSME sector.

MethodQuantitative research using Partial Least Squares (PLS) modeling.

ProcedureStructured questionnaires were administered to e-commerce users to collect data on their responses to promotions, their e-customer behavior, and their purchasing decisions. This data was then analyzed using PLS to test the hypothesized relationships.

Sample160 participants

ContextE-commerce within the Micro, Small, and Medium-sized Enterprise (MSME) industry in Indonesia.

Variables

IVPromotional activities

DVPurchasing decisions

CVE-customer behavior (as a mediator)

Strengths & Limitations

Strengths

+Utilizes a robust statistical modeling technique (PLS) for analyzing complex relationships.
+Focuses on a relevant and growing sector (MSME e-commerce).

Limitations

The sample size was relatively small and geographically concentrated, which might limit the generalizability of the findings to broader e-commerce contexts.

Reliability & validity

The use of structured questionnaires and PLS modeling suggests a systematic approach to data collection and analysis, contributing to reliability. Validity would depend on the construct validity of the questionnaire items and the predictive validity of the PLS model.

Think critically

If e-customer behavior fully mediates the impact of promotions, what specific aspects of e-customer behavior are most critical to influence, and how can design interventions target these specific behaviors?

Design Principles

"Customer behavior is the primary driver of purchase decisions, and promotions are a tool to influence this behavior."

Understanding this mediation is crucial for designing effective marketing strategies in the digital space. Businesses need to focus not just on offering promotions, but on how these promotions cultivate specific customer behaviors that lead to sales.

What This Means for Your Design

Think of promotions like a conversation starter. They don't automatically make someone buy something, but they can get them interested and talking, which then leads to a purchase.

How to use in your project

1.Use this research to justify focusing on user journey mapping and engagement metrics when evaluating the effectiveness of a promotional design.

Add to My Project

Quick Cite

Paragraph starter

This study by Abdurahman et al. (2023) demonstrates that promotional effectiveness in e-commerce is not direct but is fully mediated by e-customer behavior. This suggests that when designing promotional strategies, it is crucial to consider how these promotions will shape user engagement and interaction, as these behavioral changes are the primary drivers of purchasing decisions.

Source

Jurnal Riset Multidisiplin dan Inovasi Teknologi

E-Customer Behavior Mediates Promotion on E-Commerce Purchase Decision MSME Industry

journal · 2023

View source

Questions About This Research

What does the research say about promotional effectiveness in e-commerce is fully mediated by e-customer behavior?: Shift focus from simply offering discounts to crafting promotional strategies that actively shape positive online customer journeys and behaviors. Evidence: Jurnal Riset Multidisiplin dan Inovasi Teknologi (2023).
Why does "Promotional effectiveness in e-commerce is fully mediated by e-customer behavior." matter for design?: Understanding this mediation is crucial for designing effective marketing strategies in the digital space. Businesses need to focus not just on offering promotions, but on how these promotions cultivate specific customer behaviors that lead to sales.
How can designers apply this research?: Shift focus from simply offering discounts to crafting promotional strategies that actively shape positive online customer journeys and behaviors.
What were the main findings?: Promotional activities significantly influence e-customer behavior.. Promotional activities have a direct influence on purchasing decisions.. E-customer behavior directly influences purchasing decisions.. E-customer behavior fully mediates the relationship between promotional activities and purchasing decisions.
What research method was used?: Quantitative research using Partial Least Squares (PLS) modeling. with 160 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Jurnal Riset Multidisiplin dan Inovasi Teknologi.
What should I do differently in my next project?: When designing an e-commerce promotion, consider the specific customer behaviors you want to encourage (e.g., repeat visits, product reviews, social sharing) and tailor the promotion to elicit those actions.
What are the limitations?: The study was limited to a specific geographic region (Jabodetabek) and focused solely on promotional activities, potentially overlooking other factors influencing purchasing decisions.