The Influence of Price Promotion Strategy on Consumer’s Purchase Intention: Need For Cognition as nuisance variable.

• Main Authors: Yi-Fen Ye, 葉逸凡
• Other Authors: Hui-Ling Ko
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/51166265358398675731

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 99 === In industry of retail, price ending and left-digit effect is the most common marketing tactics. However, price promotion not only could elevates the consumer’s purchase intention, but also may the quality of products consumers have a negative imagination concerns. At this time, the consistency of price promotion will play an important role, thus, in this study, we will investigate the Influence of price ending, left-digit effect, consistency of price promotion, and restriction sale on consumer’s purchase intention, and combine the need for cognition (NFC) as a nuisance variable. The experimental approach is uses 2 * 2 * 4 to gather the data, and the data shows four things. The first, situation of price promotion, the score of consumer’s purchase intention is higher than the situation of un-price promotion. Second, when the price promotion could be consistency, it may has the positive agency on consumer’s purchase intention. Third, situation of restriction sale, the score of consumer’s purchase intention is higher than the situation of un- restriction sale. Final, when the people belong to be low of NFC, the consumer’s purchase intention would be higher than the people belong to be high of NFC.