| Summary: | 碩士 === 國立成功大學 === 交通管理學系碩博士班 === 95 === Because the competition of mobile phone retailer is severe, every firm aggressively implements sales promotion to accelerate consumer’s purchase intention. Prior studies have examined the effect of sales promotion on consumer’s purchase behavior. One neglected research area is the effect of sales promotion retraction on consumer’s perceived price unfairness.
This study examines that (1) how sales promotion (price promotion and premium promotion) retraction, discount level and external locus affect consumer’s perceived price unfairness.(2) Two interaction effects of sales promotion retraction and discount level and of sales promotion retraction and firm-related locus on perceived price unfairness.(3)The emotion and behavior intention induced by consumer’s perceived price unfairness.
This research conducts an experimental design to collect data and investigate the hypotheses by ANOVA and SEM. Participants are colleges and postgraduate students.Th main results are as follows: (1) Consumer’s perception of price unfairness will be higher when a price promotion was retracted.(2) The discount level doesn’t affect consumer’s perceived price unfairness. In addition, the discount level doesn’t interact with the effect of sales promotion retraction on consumer’s perceived price unfairness. (3) As the level of firm-related locus increases, consumer perceives higher price unfairness. But, firm-related locus isn’t shown to interact with the effect of sales promotion retraction on perceived price unfairness. (4) Consumer’s perceived price unfairness leads to unfavorable behavioral intention and negative emotion mediate the effect of perceived price unfairness on consumer’s behavior intention.
The main implications of this article are: (1) The firm can decrease consumer’s perception of price unfairness by offering premium promotion. In designing a price promotion, managers must consider whether it will be noticed and whether it will be rejected by suspicious customers. (2) The firm can decrease consumer’s perceived price unfairness and negative emotion by providing moderate discount level and free gifts. (3) Various communication channels can not only attract consumers to purchase product but avoid consumer attribute to firm. (4) The firm has to train the first line employees to deal quickly and properly with complained customer.
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