The Interaction Effects of Price Increasing Framing and Product Types on Purchase Intentions

• Main Authors: Pei-Fu Shih, 施沛甫
• Other Authors: Yu-Chi Wu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/35226742548563123311

碩士 === 國立高雄大學 === 經濟管理研究所 === 100 === Most of the previous researches about price framing focused on promotion. The ways of promotion was either price decrease or increasing the volume. In addition, only a few studies focused on the effect of price increases to the price perception of fairness. Prior researches lack discussed whether different framing price increasing (stated price increases versus actual quantity decreases) will affect the consumers’ purchase intentions or not. The purpose of this study was to investigate the interaction effects of price increasing framing and product types on purchase intentions. An experiment in a 2 (price increasing framing: straightforward price increase vs. volume decrease) x 2 (product types: utilitarian product vs. hedonic product) factorial design was conducted to examine these effects on purchase intentions. The results displayed there were no difference between the interaction effects of price increasing framing and product types on purchase intentions. This indicated when facing the price increase situations, people wouldn’t change their purchase intentions by the framing messages.