The Impact of Electronic Sales Promotion Tools on Consumers’ Purchasing Behavior Decision Towards Consumable Goods: A Case of Jordan

This study investigates the impact of electronic sales promotion tools on consumers’ purchasing behavior decisions toward consumable goods in Jordan. The rapid growth of e-commerce and the increasing use of electronic sales promotion (i.e., e-coupons, e-free samples, e-competitions and prizes, e-discounts, e-loyalty points) tools have significantly influenced consumer behavior. However, the specific effects of these tools on purchasing decisions in the context of Jordan remain understudied. This research aims to fill this gap by examining the relationship between electronic sales promotion tools and consumers’ purchasing behavior decisions. The study employs a qualitative methods approach, which involves administering a structured questionnaire to a sample of 500 consumers in Jordan. The research assesses various electronic sales promotion tools, such as discounts, coupons, loyalty programs, free samples, and online contests. The study found a significant effect of electronic sales promotional tools on purchasing behavior decisions; thus, the results showed that the e-discount variable, e-competitions, prizes, and e-coupons significantly impact purchasing behavior decisions, while the researcher found a significantly weak impact of e-free samples and e-loyalty on the purchasing behavior decision in Jordan. The research aims to provide practical implications for marketers and retailers operating in Jordan’s consumer goods market. By identifying the most effective electronic sales promotion tools and understanding their impact on consumer behavior, companies can develop targeted marketing strategies to enhance customer engagement, loyalty, and sales. Furthermore, the study contributes to the academic literature on electronic sales promotion tools and consumer behavior, offering valuable insights into the specific context of Jordan.