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Title page for etd-0706105-112838


URN etd-0706105-112838 Statistics This thesis had been viewed 1611 times. Download 15 times.
Author Yu-Ju Chang
Author's Email Address No Public.
Department Management Business Administration
Year 2004 Semester 2
Degree Master Type of Document Master's Thesis
Language English Page Count 46
Title THE EFFECTS OF SALES PROMOTION AND PROMOTION INCENTIVES ON CONSUMERS’ PURCHASE INTENTIONS—THE MODERATING ROLE OF MESSAGE FRAMING
Keyword
  • Sales Promotion
  • Promotion Incentive
  • Message Framing
  • Consumers’ Purchase Intentions
  • Consumers’ Purchase Intentions
  • Message Framing
  • Promotion Incentive
  • Sales Promotion
  • Abstract This study conducted 2 × 2 × 2 experimental design, including two independent variables (sales promotion and promotion incentive) and one moderator (message framing) ,and discussed their effect on consumers’ purchase intentions. The researcher found that different types of sales promotion practice do have an effect on the consumer’s motivation to buy the product, no matter if the promotion contains positive or negative message. Under the positive side, the consumers under non-monetary promotion will have a larger motivation and determination to buy the product when compare to the consumers who are under the monetary promotion practice. On the negatively messaged side, the consumers under non-monetary promotion will have a little or no motivation to buy the product when compare to the consumer who are under the monetary promotion practice.
    Advisor Committee
  • Ming-Chuan Pan - advisor
  • Kun-huang Yeh - co-chair
  • Nan-hong Lin - co-chair
  • Wen-Chiao Hsieh - co-chair
  • Files indicate in-campus access only
    Date of Defense 2005-06-08 Date of Submission 2005-07-06


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