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Title page for etd-0815108-104116


URN etd-0815108-104116 Statistics This thesis had been viewed 2265 times. Download 23 times.
Author Chia-Lin Chen
Author's Email Address No Public.
Department Management Business Administration
Year 2007 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 234
Title THE IMPACTS OF REFERENCE PRICE AND PROMOTION SITUATIONS ON PURCHASE INTENTION-- PRODUCT CATEGROY AND RERAILING SHOP TYPE AS MODERATORS
Keyword
  • Reference Price
  • Promotion Situation
  • Product Category
  • Retailing Shop Type
  • Purchasing Intention
  • Purchasing Intention
  • Retailing Shop Type
  • Product Category
  • Promotion Situation
  • Reference Price
  • Abstract With the society becoming increasingly diversified, in order to increase the popularity, manufacturers kick off various sales promotion methods to stimulate consumers’ purchasing intention, thus producing various sales promotion activities. The research aims at discussing whether different categories of products or different types of retail stores will moderate the impact of the reference price and the sales promotion situation on the consumers’ purchasing intention.
    The research consists of three pre-tests and two main experiments. The main experiment 1 use 2 (high and low reference price) ×3 (time-limited, quantity-limited, time-and-quantity limited) ×3 (search goods, experience goods, and credence goods) between-subjects experimental design and the main experiment 2 use 2 (high and low reference price) × 3 (time-limited, quantity-limited, time-and-quantity limited)× 4 (ordinary store, hypermarket, department store, and network store) between-subjects experimental design. The result indicates:
    1. No matter under whatever sales promotion situation it is, the purchasing intention of the high reference price is obviously higher than that of the low reference price.
    2. During the promotion activities, manufacturers are more favorable by adopting the situation with limited situation.
    3. In the aspect of sales promotion activities, if it is “Search Goods” or “Experience Goods”, “Quantity-Limited” should be adopted; if the marked products are Credence Goods, “Time-Limited” should be adopted.
    4. It is shown in the sales promotion activities held by real distribution channels that adoption of “Quantity-Limited” is more likely to stimulate the purchasing intention of consumers; it is shown in virtual distribution channels that “ Time-Limited” should be adopted.
    Advisor Committee
  • Ming-Chuan Pan - advisor
  • none - co-chair
  • Pi-Chuan Sun - co-chair
  • Files indicate in-campus access only
    Date of Defense 2008-07-30 Date of Submission 2008-08-15


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