Applying artificial neural network to the impact of price promotion mix on consumer purchase intention: A case of clothing online shopping sites

• Main Authors: Hui-Ju Tsai, 蔡蕙如
• Other Authors: Yi-Ju Yen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/9xx3yt

碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 101 === Internet popularity has prompted the rise of online shopping, whose easy, fast and free from time and place way of shopping reduces a lot consumers’ time and cost on product information gathering. Nowadays, consumers are increasingly price sensitive, which causes manufacturers to carry out a variety of different price promotions in order to increase sales. However, too many promotional activities may only make consumers nonresponsive to, or even have a negative perception of those promotions. So, how to conduct an effective and appropriate price promotion has become an important issue. The research constructs in this study cover the price promotion mix (direct price reduction, discount with purchase of certain amount, coupons, free shipping, discount level and discount frequency), life style and consumer purchase intention. This study first uses factor analysis to divide life style into three kinds of market segmentation: Internet usage level, careful spending level and social network message attraction level. Then, this study uses the Back-Propagation Network to explore the effects of price promotion mix on consumer purchase intention in the three market segments. Thus, applicable price promotion mix can be identified for each market segment, and the clothing industry can use the results to form an effective marketing strategy. The results show that all subject consumers prefer direct price reduction, and free shipping has a greater appeal to them. Consumers of lower level of careful spending prefer coupons, and discount with purchase of certain amount shows greater appeal to them. Consumers of higher level of social network message attraction have no preference on various manners of discount, but free shipping promotion is more attractive to them. Consumers of lower degree of internet usage prefer direct price reduction, but various promotional tools are not very attractive to them. Consumers of higher level of internet usage and careful spending as well as consumers of lower level of social network message attraction prefer direct price reduction, and discount with purchase of certain amount and free shipping are attractive promotional tools to them. In addition, every group is most concerned about the discount level and the discount frequency. It is recommended that vendors offer discounts at a higher frequency and of a larger magnitude as a major incentive to attract consumers.