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dc.contributor.author
Tsiami, Evangelia
en
dc.date.accessioned
2023-04-27T08:44:31Z
dc.date.available
2023-04-27T08:44:31Z
dc.date.issued
2023-04-27
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/30204
dc.rights
Default License
dc.subject
Reminder messages
en
dc.subject
E-shopping
el
dc.title
A study of the boomerang effect created by reminder messages in e-shopping.
en
heal.type
masterThesis
en_US
heal.classification
Digital Marketing
en
heal.dateAvailable
2023-03-31
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Science and Technology, MSc in e-Business and Digital Marketing
en_US
heal.publicationDate
2023-03-31
heal.abstract
The continuous expansion of the Web and the eCommerce have offered new opportunities and tools to businesses. However, one of the most common problems of online businesses is the cart abandonment phenomenon which, according to studies, results in $18 billion annual loss in Ecommerce stores. Hence, in an effort to increase revenues and reduce the cart abandonment phenomenon, marketers have adopted practices such as reminder messages though notifications or emails. However, many consumers often see these marketing practices as pervasive or annoying, causing a negative effect rather than improving cart abandonment. Thus, the present study examines the factors that drive consumers to reject reminder messages and react to advertisements. An online survey was conducted to evaluate customers’ stances towards reminder messages and discover the impact of the factors on the boomerang effect. The analysis was performed using the SPSS Software, included descriptive statistics and regression, and revealed that inferences of manipulative intent, privacy concerns, intrusiveness and creepiness have a positive effect on reactance towards reminder messages. Solutions to cart abandonment are also presented.
el
heal.advisorName
Stalidis, George
el
heal.committeeMemberName
Tzafilkou, Katerina
el
heal.committeeMemberName
Asimakopoulos, George
el
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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