When Consumers Feel Partial Right, How To Motivate Consumers To Purchase

碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === Previous researches have always examined why consumers choose to defer but none of them examine what action would marketers take to induce consumers’ purchase decision when consumers are facing the deferral situation. Besides investigating why consumers prefer to...

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Bibliographic Details
Main Authors:	Hsin-i Hsiao, 蕭欣宜
Other Authors:	吳克振
Format:	Others
Language:	en_US
Published:	2006
Online Access:	http://ndltd.ncl.edu.tw/handle/r3xe45

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spelling	ndltd-TW-094NTUS51210332018-06-25T06:05:11Z http://ndltd.ncl.edu.tw/handle/r3xe45 When Consumers Feel Partial Right, How To Motivate Consumers To Purchase 當消費者處於部分感覺好時，如何刺激消費者購買 Hsin-i Hsiao 蕭欣宜碩士國立臺灣科技大學企業管理系 94 Previous researches have always examined why consumers choose to defer but none of them examine what action would marketers take to induce consumers’ purchase decision when consumers are facing the deferral situation. Besides investigating why consumers prefer to defer again, we examine how to reduce consumers’ degree of deferral. We conducted two experiments: Experiment 1 manipulated hedonic and utilitarian complements and Experiment 2 manipulated price discounts to examine whether it is effective on reducing consumers’ degree of deferral . This finding indicates that regardless of different stimulus , the effect of reducing deferral degree is more propounded on prevention-orientation people than on promotion-orientation people 吳克振 2006 學位論文 ; thesis 36 en_US
collection	NDLTD
language	en_US
format	Others
sources	NDLTD
description	碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === Previous researches have always examined why consumers choose to defer but none of them examine what action would marketers take to induce consumers’ purchase decision when consumers are facing the deferral situation. Besides investigating why consumers prefer to defer again, we examine how to reduce consumers’ degree of deferral. We conducted two experiments: Experiment 1 manipulated hedonic and utilitarian complements and Experiment 2 manipulated price discounts to examine whether it is effective on reducing consumers’ degree of deferral . This finding indicates that regardless of different stimulus , the effect of reducing deferral degree is more propounded on prevention-orientation people than on promotion-orientation people
author2	吳克振
author_facet	吳克振 Hsin-i Hsiao 蕭欣宜
author	Hsin-i Hsiao 蕭欣宜
spellingShingle	Hsin-i Hsiao 蕭欣宜 When Consumers Feel Partial Right, How To Motivate Consumers To Purchase
author_sort	Hsin-i Hsiao
title	When Consumers Feel Partial Right, How To Motivate Consumers To Purchase
title_short	When Consumers Feel Partial Right, How To Motivate Consumers To Purchase
title_full	When Consumers Feel Partial Right, How To Motivate Consumers To Purchase
title_fullStr	When Consumers Feel Partial Right, How To Motivate Consumers To Purchase
title_full_unstemmed	When Consumers Feel Partial Right, How To Motivate Consumers To Purchase
title_sort	when consumers feel partial right, how to motivate consumers to purchase
publishDate	2006
url	http://ndltd.ncl.edu.tw/handle/r3xe45
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When Consumers Feel Partial Right, How To Motivate Consumers To Purchase

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