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題名 Can time pressure and discount strategy of mobile coupons affect consumers` purchase intention
作者 梁定澎
Lin, Yu-Fan
Liang, Ting-Peng
Teh, Pei-Lee
Lai, Chia-Yin
貢獻者 資訊管理系
關鍵詞 Commerce; Consumer behavior; Information systems; Marketing; Purchasing; Discount strategy; Perceived risk; Perceived value; Purchase intention; Quantity limitation; Time pressures; Sales
日期 2015-07
上傳時間 14-Aug-2017 15:33:39 (UTC+8)
摘要 Increasing use of mobile devices has led to many marketers to send mobile coupons to consumers. The effectiveness of mobile coupon is context dependent which involves reaching customers with the right promotion strategies that differs in time-limited scarcity messages and quantity-limited scarcity messages. However, the joint effects of mobile coupon promotions under different time pressure, quantity limitation and discount strategies on consumers` purchase intention have been unexplored in the literature. Drawing from the value-risk paradigm, we develop a new research model to examine consumers` responses to mobile coupon with different time-limited scarcity messages and quantity-limited scarcity messages across different promotion strategies. An experiment is designed to test the research model. The findings of this study will have implications for future research and marketing practice. Specifically, Information Systems (IS) and marketing personnel will gain a fresh insight on how mobile couponing with different time-limited scarcity messages, quantity-limited scarcity messages and discount strategies can be effective for consumer purchase.
關聯 Pacific Asia Conference on Information Systems, PACIS 2015 - Proceedings
19th Pacific Asia Conference on Information Systems, PACIS 2015; Singapore; Singapore; 5 July 2015 到 9 July 2015; 代碼 125136
資料類型 conference
dc.contributor 資訊管理系zh_Tw
dc.creator (作者) 梁定澎zh_TW
dc.creator (作者) Lin, Yu-Fanen_US
dc.creator (作者) Liang, Ting-Pengen_US
dc.creator (作者) Teh, Pei-Leeen_US
dc.creator (作者) Lai, Chia-Yinen_US
dc.date (日期) 2015-07en_US
dc.date.accessioned 14-Aug-2017 15:33:39 (UTC+8)-
dc.date.available 14-Aug-2017 15:33:39 (UTC+8)-
dc.date.issued (上傳時間) 14-Aug-2017 15:33:39 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111932-
dc.description.abstract (摘要) Increasing use of mobile devices has led to many marketers to send mobile coupons to consumers. The effectiveness of mobile coupon is context dependent which involves reaching customers with the right promotion strategies that differs in time-limited scarcity messages and quantity-limited scarcity messages. However, the joint effects of mobile coupon promotions under different time pressure, quantity limitation and discount strategies on consumers` purchase intention have been unexplored in the literature. Drawing from the value-risk paradigm, we develop a new research model to examine consumers` responses to mobile coupon with different time-limited scarcity messages and quantity-limited scarcity messages across different promotion strategies. An experiment is designed to test the research model. The findings of this study will have implications for future research and marketing practice. Specifically, Information Systems (IS) and marketing personnel will gain a fresh insight on how mobile couponing with different time-limited scarcity messages, quantity-limited scarcity messages and discount strategies can be effective for consumer purchase.en_US
dc.format.extent 387824 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Pacific Asia Conference on Information Systems, PACIS 2015 - Proceedingsen_US
dc.relation (關聯) 19th Pacific Asia Conference on Information Systems, PACIS 2015; Singapore; Singapore; 5 July 2015 到 9 July 2015; 代碼 125136zh_TW
dc.subject (關鍵詞) Commerce; Consumer behavior; Information systems; Marketing; Purchasing; Discount strategy; Perceived risk; Perceived value; Purchase intention; Quantity limitation; Time pressures; Salesen_US
dc.title (題名) Can time pressure and discount strategy of mobile coupons affect consumers` purchase intentionen_US
dc.type (資料類型) conference