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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


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    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: 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
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1016/S0022-4359(99)80100-6
    DOI: 10.1016/S0022-4359(99)80100-6
    顯示於類別:[企業管理學系] 期刊論文

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