The effects of monetary promotion on the consumers’ prices perception: Consumer personality and purchase involvement as nuisance variables

• Main Authors: Mai-Yi Wang, 王美宜
• Other Authors: Chaang-Yung Kung
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/30977547803357067994

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 95 === Abstract In recent years, many retailers try to affect consumers to purchase products through the money promotion in order to have a sense of the underestimate effect for their product’s price and to stimulate the market sales volume; however, different consumers may create different effects toward different promotions. Therefore, this research is to investigate the different monetary promotions (left-digit effect, odd-ending price) cause different price cognition under the effect of different levels of need for cognition (NFC), tolerance of ambiguity (TFA) and purchase involvement among consumers. The research design employed a 2 (left-digit effect, odd-ending price) x 2 (high/low NFC, TFA, Purchase Involvement) factorial design. Two-way ANOVA analysis was used to test the effects on the consumers’ perception of prices. The conclusions are as the followings: (1) Different monetary promotions (left-digit effect, odd-ending price) will significantly affect consumers’ perception of prices and left-digit effect is able to reveal to the odd-ending price. In addition, prices of products with the left-digit effect are less expensive than the prices of products with the odd-ending price. (2) The monetary promotions (left-digit effect, odd-ending price) with different consumers’ personality such as NFC and TFA will significantly affect consumers’ perception of prices and that the low-NFC consumer is able to reveal to the high-NFC consumer; the high-TFA consumer is able to reveal to the low-TFA consumer. In addition, low-NFC consumers perceive the prices of products to be less expensive than high-NFC consumers; high-TFA consumers perceive the prices of products to be less expensive than low-TFA consumers. (3) The monetary promotions (odd-ending price, left-digit effect) with different consumers’ behavior such as purchase involvement will significantly affect consumers’ perception of prices and the high-TFA consumer is able to reveal to the low-TFA consumer. In addition, low purchase involvement consumers perceive the prices of products to be less expensive than high purchase involvement consumers.