THE EFFECTS OF SALES PROMOTION AND PROMOTION INCENTIVES ON CONSUMERS’ PURCHASE INTENTIONS—THE MODERATING ROLE OF MESSAGE FRAMING
碩士 === 大同大學 === 事業經營學系(所) === 93 === 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 differe...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/37589393650290433030 |