The Influence of Sales Promotion Types and Product Attributes to Consumers Pre-order or Purchase the Spot Decision

• Main Authors: Liu, Yi-Hui, 劉懿慧
• Other Authors: Huang, Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/h3sh2w

碩士 === 國立交通大學 === 管理科學系所 === 101 === This paper conducts the Temporal Construal Theory (CLT) to explain the “pre-order” phenomenon, rarely present domestically. The purpose of this study was to explore whether consumers think differently when they make cell phone purchasing decision under different temporal distance, and whether the attractiveness of different types of sales promotion be affected by temporal distance. To avoid the interference effect of product categories, this study selected smartphone as the only one main product. Most of the samples are student of college and graduate school, and through the internet questionnaire. The participants were given two different purchasing situations: one is near temporal distance as “tomorrow (purchasing the spots),” another one is remote temporal distance as ”three months later (pre-order).” The subjects made an evaluation of the importance of various phone attributes and the attractiveness of all kinds of sales promotion. Then we adopts Oneway ANOVA(temporal distance) and Factorial ANOVA(temporal distance, financial wealth, market maven, gender) to our analysis. It was found that the subjects under spots situation will put more focus on utilitarian attributes. Second, the more remote the time, consumers will pay more attention to the hedonic attributes. Therefore, this study suggests that manufacturers in the spot mobile phone activities should strengthen the advertising appeals of the functional properties (operating system, battery life and smooth operating experience) to attract consumers to purchase mobile phones, and should strengthen the advertising appeals of the hedonic properties (color,design and screen size) to attract consumers to pre-order mobile phones.