Finally, this thesis also identifies the antecedents, moderators and mediators that affect the role of anticipated regret on purchase intention. The results of the experimental study indicate the gender effect that female consumers generate more anticipated regret than males when confronting with price discount promotions. The results of comparison analysis demonstrate the sequence effect that, the effect of anticipated regret on purchase intention is larger if consumers are asked to anticipate regret of not purchasing the promotional item before their final purchase decision rather than if they are asked in the reverse sequence. The analysis results on the relationship between perceived value and anticipated regret indicate that anticipated regret is the mediator in the effect of perceived value on purchase intention. / Fourth, this thesis then studies the effect of price discount frequency on consumers' behavioral response with focusing on the affective stage of consumers' response and proposes a model that simultaneously considers consumers' attitude and anticipated regret. The results of an experimental study demonstrate that price promotion frequency negatively affects consumers' anticipated regret and purchase intention, and that the effect of promotion frequency on consumers' purchase intention is fully mediated by consumers' attitude towards the purchasing behavior together with consumers' anticipated regret. / Second, this thesis examines the effect of price discount framing on consumers' response, and proposes a price-value model to account for the effect of price discount framing on consumers' purchase intention. Results of two experiments indicate that price discount framing affects consumers' purchase intention through the full mediation of perceived value. The framing of dollar-based discount leads to higher perceived value and higher purchase intention than the framing of percentage-based discount; however, these effects are moderated by the degree of discount calculation difficulty and the price level of the promotional products. / The findings of this thesis have both potentially important theoretical significance for a better understanding of price discount promotion and practical implications for directing marketers to more effectively design their price discount promotion schemes. The research limitations of this thesis and future research directions are also discussed. / Third, the thesis investigates the effect of price discount depths on consumers' behavioral response. Under the means-end framework, this thesis extends the price-value model by including anticipated regret and proposes an integrated model to account for the mechanism that underlies consumers' behavioral response towards price discount promotion. The results of a survey study indicate that the proposed integrated model fits the data well, and that consumers' purchase intention is better explained and predicted by including consumers' anticipated regret in the model. / This thesis investigates how price discount promotion affects consumers' purchase decision making process with emphasis on the role of consumers' anticipated regret. Specifically, this thesis examines how the three important characteristics of price discount promotion (i.e., discount framing, promotion depth, and promotion frequency) affect consumers' behavioral response. First, this thesis provides a comprehensive review for the research literature regarding how price promotion affects consumers' response, making an in-depth discussion of the concept of anticipated regret, and then empirically identifying the effects of promotion framing, promotion depth, and promotion frequency on consumers' behavioral response. / Hao, Liaogang. / Advisers: Jianmin Jia; Samart Powpaka. / Source: Dissertation Abstracts International, Volume: 73-06, Section: A, page: . / Thesis (Ph.D.)--Chinese University of Hong Kong, 2011. / Includes bibliographical references (leaves 146-159). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest Information and Learning Company, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_344816 |
| Date | January 2011 |
| Contributors | Hao, Laiogang., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, theses |
| Format | electronic resource, microform, microfiche, 1 online resource (177 leaves : ill.) |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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