政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/10279
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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10279


    请使用永久网址来引用或连结此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/10279


    题名: 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
    上传时间: 2008-11-25 10:46:25 (UTC+8)
    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
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1016/S0022-4359(99)80100-6
    DOI: 10.1016/S0022-4359(99)80100-6
    显示于类别:[企業管理學系] 期刊論文

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