The Effects of Online Shopping Site Sales Promotion on The Benefits of Sales Promotions, Perceived Value and Purchase Intention − Moderating Effect for the Timing of Sales Promotion

• Main Authors: Su, Fu-Ciang, 蘇副強
• Other Authors: Shen, Chung-Chi Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39395378161691952443

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 99 === In recent years, the Internet grows up rapidly, more and more consumers using the online shopping site. The main reason is that the prices of the network are more favorable and to facilitate search for parity. In this study, we study the effect of online shopping site sales promotion on the benefits of sales promotions, perceived value and purchase intention for online consumer. We also study the moderating effect for the timing of sales promotion. The main object of this study is online consumer. This study adopts 2 (the effect of monetary framework: a discount or saving money framework) x2 (regulatory focus: promotion focus or prevention focus) x2 (timing of sales promotion: immediate or delayed) experimental design. This study shows following conclusions. First, when the online shopping site sales promotion are the discount framework, consumers tend to have a higher benefit of sales promotions, perceived value and purchase intention. Second, compared to the prevention focus, when the online shopping site sales promotion are the promotion focus, consumers tend to have a higher benefit of sales promotions, perceived value and purchase intention. Third, in the dimensions of perceived value, in the effect of monetary framework and regulatory focus interacts with each other, when the online shopping site sales promotion are the discount framework, the promotion focus is more effective, consumers tend to have a higher benefit of sales promotions, perceived value and purchase intention. While the online shopping site sales promotion are the saving money framework, for the benefit of sales promotions, perceived value and purchase intention are not significantly. Keywords: sales promotion, regulatory focus, timing of sales promotion, benefits of sales promotions, perceived value, purchase intention.