政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/111932
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    题名: 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
    贡献者: 資訊管理系
    关键词: Commerce;Consumer behavior;Information systems;Marketing;Purchasing;Discount strategy;Perceived risk;Perceived value;Purchase intention;Quantity limitation;Time pressures;Sales
    日期: 2015-07
    上传时间: 2017-08-14 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
    数据类型: conference
    显示于类别:[資訊管理學系] 會議論文

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