| dc.creator (作者) | 樓永堅;Shih-Fen S.Chen;Kent B.Monroe | zh_TW |
| dc.creator (作者) | Lou, Yung-Chien;Chen, S Shih-Fen;Kent B.Monroe | - |
| dc.date (日期) | 1998 | en_US |
| dc.date.accessioned | 25-Nov-2008 10:46:25 (UTC+8) | - |
| dc.date.available | 25-Nov-2008 10:46:25 (UTC+8) | - |
| dc.date.issued (上傳時間) | 25-Nov-2008 10:46:25 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/10279 | - |
| dc.description.abstract (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. | - |
| dc.format | application/ | en_US |
| dc.language | en | en_US |
| dc.language | en-US | en_US |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Retailing, 74(3), 353-372 | en_US |
| dc.title (題名) | The Effects of Framing Price Promotion Messages on consumers` Perceptions and Purchase Intention | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1016/S0022-4359(99)80100-6 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1016/S0022-4359(99)80100-6 | en_US |
