The Effect of Credit Card Promotion Strategies on Consumer's Perception Value and Purchase Desire --Impulsivity Traits as a Moderator

• Main Authors: yi-Hsing Tan, 譚宜行
• Other Authors: Shu-Lin Hung
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/69821142066837751125

碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 95 === The thesis mainly explores if there is any connection between credit cards promotion strategy incentive classification, fulfillment timing and consumer perception value, purchase desire. It uses 2x2 (promotion tools classification x fulfillment timing) experimental design method to classify promotion tools to monetary or non-monetary promotion; to classify fulfillment timing into timely and late fulfillment. To sort out 4 common credit card promotion mechanism performed by the bankers, we discuss how the different promotion tools impact the customer perception value and purchase desire. Eventually, we find out promotion strategies interfere in perception value and purchase desire to different impulsive level consumers. We have 3 important conclusions below. (a)The different promotion activities would impact customer’s perception value and purchase desire (b)The different impulsivity traits would interfere in the customer’s perception value & purchase desire. (c)“Low impulsive mode” purchase attitude customers show no big difference to the promotion (immediate monetary, late monetary, immediate non –monetary or late non-monetary) in perception value and purchase desire.