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https://ah.lib.nccu.edu.tw/handle/140.119/10279
題名: | The Effects of Framing Price Promotion Messages on consumers` Perceptions and Purchase Intention | 作者: | 樓永堅;Shih-Fen S.Chen;Kent B.Monroe Lou, Yung-Chien;Chen, S Shih-Fen;Kent B.Monroe |
日期: | 1998 | 上傳時間: | 25-Nov-2008 | 摘要: | When implementing a price reduction, retailers tend to favor one practice over the other. Yet how different implementations of a price promotion influence consumers` perceptions and purchase intentions has been insufficiently studied. In this study, we framed a price reduction in percentage versus dollar terms on either a high-price or a low-price product. For the high-price product, our subjects indicated that a price reduction framed in dollar terms seemed more significant than the same price reduction framed in percentage terms, and the opposite was true for the low-price product. We also offered the same savings in either coupon or discount promotions and found that coupon promotions were evaluated more favorably and were more effective in changing subjects` purchase intentions. These results provide implications for when retailers should stress the absolute versus the relative magnitude of discounts to advertise price promotions. | 關聯: | Journal of Retailing, 74(3), 353-372 | 資料類型: | article | DOI: | http://dx.doi.org/10.1016/S0022-4359(99)80100-6 |
Appears in Collections: | 期刊論文 |
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