| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士班 === 105 === “The words were earnest but they fell on deaf ears.” It is generally recognized that constraint time sales promotion of tactics should be more attractive to the consumer's attention, because of the uncertainty of time. On the other hand, constraint quantity sales promotion also can let the consumer feel the "Anchor Heuristic", both of them can let the consumer in the high uncertainty situation. But, when consumers are in the situation that is this true? Under the influence of time pressure, consumers are prone to loss aversion, making it difficult for consumers to choose, resulting in delayed purchases or not even buying behavior. However, under the influence of anchor heuristic, it is easy for consumers to increase their purchase.
This study explores the effect of resource constraint on purchase intention, and considers the effect of Message Framing and Need for Cognition by the viewpoint of "the uncertainty of time" and "Anchor Heuristic". Randomly assigned 149 subjects to 2(Resource Constraint: constraint time sales promotion vs constraint quantity sales promotion)x2(Message Framing: Positive Message vs Negative Message),and according to the subjects' need for cognition scale to divide into high and low two groups for the two factors between-subjects experiment design.
The experimental results show that there is no significant interaction effect between the three factors after acceding to need for cognition, so this study will further explore the interaction effect of the two factors, and the results found that the resource constraint and message framing and the message framing and need for cognition have significant interaction effect on purchase intention. Based on the viewpoint of anchor heuristic, it is found that both of positive messages or negative messages are given higher purchase intention in constraint quantity sales promotion. However, in the need for cognition, although the three factors have not significant, but the results of hypothesize are still as expected. Under the high need for cognition, the interaction between constraint quantity sales promotion and negative messages is the most influential, so the relationship between the three factors is still dependent on more research.
Accordingly, this study focuses on the impact of resource constraint, message framing and need for cognition. And recommends that manufacturers attract consumers with negative messages in constraint quantity sales promotion, thereby stimulating consumer interest and making purchase. However, in the constraint quantity sales promotion, consumer's purchase intention is low, if the service personnel as a supplement, through real-time conversation, triggering for buying desire for consumers and increase their consumption.
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