Raffle marketing: Focusing on purchase orientation, conspicuous consumption, postpurchase satisfaction, and repurchase intention

• Inyup Lee

  Humanitas College, Kyung Hee University

• Dong-Kyu Kim

  Graduate School of Technology Management, Kyung Hee University

• Jaehyun Ha

  Department of Sport Marketing, Keimyung University

• Chulhwan Choi

  Department of Physical Education, Gachon University

As a marketing strategy to stimulate consumers’ spending desires, limited-edition products are now being sold through raffles. Using data obtained from 365 consumers who had previously purchased sports shoes, the results revealed differences between consumers who had participated in raffles and those who had not in terms of their purchase experience, propensity toward conspicuous consumption, and intention to repurchase. Propensity toward both purchases made for entertainment and impulsive purchasing were statistically higher in the group who had participated in raffles. Regarding conspicuous consumption propensity, the group who had participated in raffles showed a stronger tendency to buy famous brands, seek others’ recognition, and pursue fashion trends. Although the difference in postpurchase intention between the two groups was not statistically significant, those who had participated in raffles showed stronger repurchase intentions. The results indicate that the sales method for limited-edition products can affect the purchase propensity of consumers and their postpurchase behavior.

• Download PDF
  (USD 29)