| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 93 === This research will discuss the effects of framing promotion messages to different price level products. Consumers will perceive the difference of significance of savings, and the different perceptions of retailer’s tactics in price promotion: inflating the regular price before a promotion and a permanent price reduction. If it has differences on promote effects and purchase intentions when using the different promotion type. Finally, this research uses price consciousness to make deep investigation. To understand if consumers with different price consciousness have different perceptions on the subject of the effects of framing price promotion messages.
In this research, we find that for the high-price product, consumers perceive a price reduction framed in dollar terms as more significant of savings than in percentage terms. For the low-price product, consumers perceive a price reduction framed in percentage terms as more significant of savings than in dollar terms. But the effects of framing price promotion messages have no significant effect on consumer’s perception of whether retailers use tactics or not.
It is no significant effects of promotion type ( coupon v.s discount ) on the perceived significance of the savings. Consumers consider that the lower likelihood of retailer’s tactics using in coupon promotions. In purchase intentions, consumers are more likely to purchase in coupon promotions than in discount promotions.
It is no significant difference on different price consciousness consumer to the subject of the effects of framing price promotion messages. We can’t find that whether it has relationship between price consciousness and the effects of framing price promotion messages.
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