| Abstract [eng] |
Post-purchase discounts constitute an increasingly common pricing practice in online retail and they differ from traditional promotions because the consumer receives the offer for future purchases only after the first purchase has already been made. This stimulates interest in how such post-purchase price offers affect consumers’ post-purchase evaluations and their intention to buy again. Academic literature analysis shows mixed research results and contradictory effects of price promotions on consumers’ behaviour depending on promotion format and context. Based on this, the main purpose of this master’s thesis is to investigate and analyse the impact of different types of post-purchase discounts on consumers’ intention to repurchase. The work consists of three main parts: the analysis of academic literature, the research methodology and research results, and conclusions with recommendations. The research model was developed based on the Theory of Planned Behaviour. The object of this work is to explore the impact of two post-purchase discount types (percentage and monetary) along with different levels of time pressure (1 day and 1 week) on repurchase intention. Based on this, a factorial design was set up, it consists of different discount and time-pressure conditions: 2 × 2 (percentage discount + 1 day pressure; percentage discount + 1 week pressure; monetary discount + 1 day pressure; monetary discount + 1 week pressure). The tool of quantitative research method used were four questionnaire versions (A, B, C, D) analysed as separate scenario combinations and conducted on 272 respondents in total. The result shows the interaction between key post-purchase variables: emotional affect, perceived price fairness and perceived offer value have a direct positive effect on the intention to repurchase, while regret has a negative and satisfaction a positive effect on repurchase intention. Discount type and time pressure did not demonstrate a consistent advantage across all evaluated outcomes, and the moderating effects of satisfaction and regret were not supported. Overall, the findings indicate that post-purchase discount effectiveness depends less on the discount format itself and more on how the offer shapes consumers’ fairness perceptions, perceived value and emotional reactions after purchase. |
