How to enhance the purchase intentions of hedonic products? Pricing with foreign currencies

• Main Authors: Ya-hui Chang, 張雅慧
• Other Authors: Hsin-hsien Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/02568810543648521742

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 101 === When consumers buying a product which the price of the product is observed first. And if the product is denominated in foreign condition, due to the impact of currency denomination, which may affect the process of the consumers thinking and making judgments. This is because consumers will focus on the magnitude of the currency denomination, and ignore the currency exchange rate conversion relationship with the people perceived the product of the price to determine bias, thereby affecting the willingness to buy. This study implement four experiments,.author argue that consumer prefers hedonic products, and face to the context of currency, conversion leads to cognitive load will reduce consumer’s demand to buy hedonic reason. Thus increasing the purchase hedonic product’s intention, that is, hedonic products may be less effected by currency denomination. The main purpose of this study is to explore this issue.