The Effects of Price Promotion and Discount Level on Consumers’ Purchase Intention

• Main Authors: Ding-mau Jeng, 鄭頂茂
• Other Authors: Fu-yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/37985932542362091963

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === There are three major purposes of this research. The first one is to examine whether consumers will have different purchase intention when they meet different types of price promotions. The second is to examine whether consumers will have different purchase intention when they meet different level of discount. And the last one is to examine whether consumers will have different purchase intention when they meet the combination of different price promotions and level of discount. A 2*2 factorial design experiment involving two kinds of price promotions semantic cues (direct discount and percentage discount) and the level of discount (high and low) was conducted. The results indicate that: 1. No matter meeting direct discount and percentage discount, consumers will have the similar purchase intention. 2. When meeting high level discount, consumers will have better purchase intention than meeting low level discount. 3. Although the difference didn’t reach significant level, consumers still produced the best purchase intention when meeting direct and high level discount, the second was percentage and high level discount, the third was direct and low level discount, and the last was percentage and low level discount.