The impact of consumers' views on clear and ambiguous statements regarding discounts on online store preference

Abstract

During the sales-enhancing offer process, businesses can use vague (unclear) expressions such as a discount of up to 70% or 30%, or clear expressions such as a net discount of 70% or 30%. It is thought that the clear and ambiguous expressions used for the discount significantly affect the store preference. The effect of clear statements and ambiguous statements about discounts on consumer preference for online stores was determined as the aim of the research. The questionnaire, which was created in accordance with the purpose of the research, was applied to 421 people determined instantly using the convenience sampling technique, taking into account time, ease of use and cost factors. Least squares path analysis (PLS-SEM) method was used to analyse the research model. According to the beta values calculated in the analyses, it is seen that the dimensions of discount-related statements are ranked as clear statements and ambiguous statements according to the effect size value on the online store preference variable. In this direction, it can be said that clear statements are more effective in online store preference.