The Examination of the Impacts of Targeted Promotions and the Moderating Effects from the Perspective of Perceived Unfairness

• Main Authors: Hsiao-Ching Lee, 李曉青
• Other Authors: Dungchun Tsai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/33040829407972261467

博士 === 國立成功大學 === 國際企業研究所碩博士班 === 96 === Previous research about targeted promotion focuses on its competitive implications and the way to develop optimal programs from the viewpoint of frims. Less research discusses customers’ psychological states toward targeted promotions. In ddition, many studies have shown that promotions can effectively enhance the purchase intentions. However, since targeted promotions offer different promotion programs to different customer segements, the customers of different segments may have different perceptions on the targeted promotion and the targeted promotion may induce negative effects. The above-mentioned issues are lack of examination. Based on the view of perceived price unfairness, the purposes of this research are to examine the effect of targeted promotions on consumers’ perceived price unfairness. And then, we examine the moderating effects of customer identifications, internal reference price, relationship strength, and complexity of progrom context between targeted promotions and perceived price unfairness. Finally, the mediating effects of perceived value and negative emotions between perceived price unfairness and purchase intentions, and the effect of perceived price unfairness on customer relationship are examined. Four factorial between-subject design experiments are conducted to collect the data. Then, we use analysis of variance, structural equation model and regression to analyze the data and test the hypotheses. The findings of the results are six. First, current custoemrs’ perceived price unfariness is higher than the potential customers when both of them face the unfavored or equal targeted promotions. However, the perceived price unfairness between current and potential customers is no difference when both of them face the favored targeted promotions. Second, the effect of perceived price unfariness on purchase intentions is through the mediator of perceived value and negative emotions. Third, the internal reference price does not moderate the effect of targeted promotion on perceived price unfairess even cofounded by the time factor. Fourth, relationship strength moderates the effect of targeted promotions on perceived price unfairness. Fifth, the complexity of program context reduces consuemrs’ perceived price unfairness of targeted promotions. Sixth, the high perceived price unfairness detorioate customer relationship. Finally, the theoretical contributions and managerial implications are proposed as suugestions for implementing effective targeted promotions. Research limitations and future research suggestions are provided for future research devodting to the study of targeted promotions and perceived price unfairness.