| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 99 === Promotion has been a useful strategy of many merchants to increase store sales. A 3 (price promotion framing: single discount / multiple discounts- large discount first and small discount last / multiple discounts- small discount first and large discount last ) * 2 (price level of product: low / high) experimental design is conducted to investigate the effects of price promotion framing messages on consumer purchase intention. The experiment involved a total of 217 subjects. If the consumers anchor their evaluations on the first discount presented to them, and insufficiently adjust the evaluation based on the second discount, then the first discount has more weight than the second discount. This research investigated the effects of price promotion framing, order effect and product price level on consumers purchase intention. This study found that message order and price level influence message persuasion: under situational price promotion, low-price product exhibited primacy effects and high-price product exhibited recency effects.
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