The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions
博士 === 國立政治大學 === 企業管理研究所 === 98 === The present research explores the effects of “the minimum purchase requirement promotions” on consumers’ purchasing behavior. Study 1 examined consumers’ purchasing decisions in a field experiment with three types of promotional coupons randomly handed to custom...
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ndltd-TW-098NCCU51210382015-10-13T18:20:59Z http://ndltd.ncl.edu.tw/handle/10279701393598982388 The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions 最低購買金額門檻促銷對消費者購物決策與價格認知之影響 Yeh, Nai Chi 葉乃綺 博士 國立政治大學 企業管理研究所 98 The present research explores the effects of “the minimum purchase requirement promotions” on consumers’ purchasing behavior. Study 1 examined consumers’ purchasing decisions in a field experiment with three types of promotional coupons randomly handed to customers: Purchase over $1000 and get a $100 cash reward, purchase over $500 and get a $50 cash reward, or 10% off price discount. Consumers’ invoices from the bookstore’s database were recorded, and questionnaires were used to measure transaction value and how these promotions influenced consumers’ shopping spending, and tendency to calculate total expense. Study 1’s findings show that consumers tend to calculate total expense under “the minimum purchase requirement promotion”. Study 2 and Study3 explored how this promotional type influences on consumers’ price cognition, including price recall accuracy and internal reference price. In Study 2, laboratory experiment was used: (a) purchase over $1000 and get a $100 cash reward and (b) 10% off price discount through manipulated catalog shopping. Study 3 was a computer-manipulated shopping experiment, with participants purchasing product in the shopping stage of experiment and selling the products in a later auction to ascertain their internal reference price under two different promotional frames (purchase over $3000 and get a $300 cash reward, and a 10% off price discount). Major findings about consumers’ purchasing decisions were: (a) as the inference of anchoring and adjusting heuristic theory (Tversky and Kahneman, 1974), consumers increase their spending; (b) the “requirement promotion” improvement of consumers’ transaction value cannot be proved as the inference of silver linings principle (Thaler, 1985) because the time delay was not obvious in the experiment. The results of the influence on price cognition were: (a) “the minimum purchase requirement promotion” had a higher internal reference price than regular price discount with total expense over the promotional threshold; (b) this promotion will increase consumers’ tendency to calculate total expense; (c) consumers have higher price recall accuracy in this requirement promotion; and (d) the internal reference price was used to infer that this promotion might have a higher transaction value with total expense over the promotional threshold. Lou, Yung Chien Bei, Lien Ti 樓永堅 別蓮蒂 2010 學位論文 ; thesis 219 zh-TW |
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博士 === 國立政治大學 === 企業管理研究所 === 98 === The present research explores the effects of “the minimum purchase requirement promotions” on consumers’ purchasing behavior. Study 1 examined consumers’ purchasing decisions in a field experiment with three types of promotional coupons randomly handed to customers: Purchase over $1000 and get a $100 cash reward, purchase over $500 and get a $50 cash reward, or 10% off price discount. Consumers’ invoices from the bookstore’s database were recorded, and questionnaires were used to measure transaction value and how these promotions influenced consumers’ shopping spending, and tendency to calculate total expense.
Study 1’s findings show that consumers tend to calculate total expense under “the minimum purchase requirement promotion”. Study 2 and Study3 explored how this promotional type influences on consumers’ price cognition, including price recall accuracy and internal reference price. In Study 2, laboratory experiment was used: (a) purchase over $1000 and get a $100 cash reward and (b) 10% off price discount through manipulated catalog shopping. Study 3 was a computer-manipulated shopping experiment, with participants purchasing product in the shopping stage of experiment and selling the products in a later auction to ascertain their internal reference price under two different promotional frames (purchase over $3000 and get a $300 cash reward, and a 10% off price discount).
Major findings about consumers’ purchasing decisions were: (a) as the inference of anchoring and adjusting heuristic theory (Tversky and Kahneman, 1974), consumers increase their spending; (b) the “requirement promotion” improvement of consumers’ transaction value cannot be proved as the inference of silver linings principle (Thaler, 1985) because the time delay was not obvious in the experiment.
The results of the influence on price cognition were: (a) “the minimum purchase requirement promotion” had a higher internal reference price than regular price discount with total expense over the promotional threshold; (b) this promotion will increase consumers’ tendency to calculate total expense; (c) consumers have higher price recall accuracy in this requirement promotion; and (d) the internal reference price was used to infer that this promotion might have a higher transaction value with total expense over the promotional threshold.
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author2 |
Lou, Yung Chien |
author_facet |
Lou, Yung Chien Yeh, Nai Chi 葉乃綺 |
author |
Yeh, Nai Chi 葉乃綺 |
spellingShingle |
Yeh, Nai Chi 葉乃綺 The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
author_sort |
Yeh, Nai Chi |
title |
The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
title_short |
The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
title_full |
The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
title_fullStr |
The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
title_full_unstemmed |
The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
title_sort |
effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
publishDate |
2010 |
url |
http://ndltd.ncl.edu.tw/handle/10279701393598982388 |
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