To consumers, price promotion delivers economic incentive. Lower price means lower cost which consumers need to pay for products and services. That explains the reason that price promotion becomes a common short-term sales strategy. In the other hand, price promotion could be one negative signal to the quality. As a result, positive benefits in sales volume brought about by economic incentive of price promotion could be canceled out by the negative signal to quality, so far as to cause the decrease of sales volume. However, the positive relationship between prices and qualities is not necessarily tenable. When some outside factors exist, the negative effects which price promotion causes to the quality will be reduced. This will make price promotion work more effectively.
According to Transaction Utility Theory, consumers¡¦ purchase intention depends on perceived acquisition value and perceived transaction value. Perceived acquisition value decides the percentage between perceived benefit and perceived cost. And perceived transaction value determines the difference between the fair price which consumers consider and the real price which they pay. The higher perceived acquisition value and perceived transaction value, the greater consumers¡¦ purchase intention.
This research takes outbound package travel as the observation target and applies 2*2*2 experimental design method to analyze. The variables include price promotion range (fewer discount, larger discount); brand awareness (lower brand awareness, higher brand awareness) and information supply (shorter supply, richer supply). After taking questionnaires analysis, this research concludes:
1. When price promotion gets fewer, brand awareness higher and information supply richer, consumers¡¦ perceived quality and internal reference price will be higher.
2. When consumers¡¦ perceived quality gets higher, perceived transaction value higher, and perceived cost lower, their perceived acquisition value will become higher and so as their purchase intention.
Based on conclusions of this research, when brand awareness is higher, price promotion will produce more significant effect on raising consumers¡¦ purchase intention. Secondly, marketing sectors can stop price promotion from becoming the negative signal to the quality by providing consumers with more related information. Thirdly, since perceived quality is the most important factor which will influence consumers¡¦ purchase intention, enterprises should concentrate efforts on raising the quality for effectively stimulating consumers¡¦ purchase intention.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825105-203449 |
| Date | 25 August 2005 |
| Creators | Chien, Yu-pin |
| Contributors | Fong-Ling, Fu, Y.H. Jou, Yi-Ling, Lin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825105-203449 |
| Rights | not_available, Copyright information available at source archive |
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