Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock
碩士 === 東吳大學 === 國際經營與貿易學系 === 102 === We examined the outcome of the two OOS circumstances (soldout & backorder) exposure to two types of comparative advertising frames–a maximal(“voice recorder B is superior to voice recorder A”), a minimal claim (“voice recorder B is equivalent or similar to v...
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ndltd-TW-102SCU003210012019-05-15T20:53:14Z http://ndltd.ncl.edu.tw/handle/jjuv3d Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock 等待或轉換:產品缺貨下零售商影響嘗試與消費者選擇 Huang, Wan-Ting 黃婉婷 碩士 東吳大學 國際經營與貿易學系 102 We examined the outcome of the two OOS circumstances (soldout & backorder) exposure to two types of comparative advertising frames–a maximal(“voice recorder B is superior to voice recorder A”), a minimal claim (“voice recorder B is equivalent or similar to voice recorder A”) and positive (“voice recorder B is as good as voice recorder A”) , negative frames (“voice recorder B is not inferior to voice recorder A”). Experiment 1 examined when OOS circumstance in soldout could increase consumer to purchase substitutable option. While experiment 2 compared OOS circumstances with two types of comparative advertising frames. For soldout circumstances, a maximal/minimal claim or positive/negative frame can lead to be equally persuasive. However, for backorder circumstances, maximal claims or negative frames make them greater persuasion. Ku, Hsuan-Hsuan 顧萱萱 2013 學位論文 ; thesis 102 zh-TW |
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碩士 === 東吳大學 === 國際經營與貿易學系 === 102 === We examined the outcome of the two OOS circumstances (soldout & backorder)
exposure to two types of comparative advertising frames–a maximal(“voice recorder
B is superior to voice recorder A”), a minimal claim (“voice recorder B is equivalent or similar to voice recorder A”) and positive (“voice recorder B is as good as voice recorder A”) , negative frames (“voice recorder B is not inferior to voice recorder A”).
Experiment 1 examined when OOS circumstance in soldout could increase consumer
to purchase substitutable option. While experiment 2 compared OOS circumstances
with two types of comparative advertising frames. For soldout circumstances, a
maximal/minimal claim or positive/negative frame can lead to be equally persuasive.
However, for backorder circumstances, maximal claims or negative frames make
them greater persuasion.
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author2 |
Ku, Hsuan-Hsuan |
author_facet |
Ku, Hsuan-Hsuan Huang, Wan-Ting 黃婉婷 |
author |
Huang, Wan-Ting 黃婉婷 |
spellingShingle |
Huang, Wan-Ting 黃婉婷 Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock |
author_sort |
Huang, Wan-Ting |
title |
Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock |
title_short |
Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock |
title_full |
Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock |
title_fullStr |
Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock |
title_full_unstemmed |
Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock |
title_sort |
postponed or switching: retailer try to persuadeconsumer to switch and purchase substitutableoption by frame when target option out of stock |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/jjuv3d |
work_keys_str_mv |
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