The Influence of Sales Promotion and Product Information Amount in the Purchase Intention

• Main Authors: Chia-Ling Shih, 施佳伶
• Other Authors: 鄭菲菲
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/35673893204854910965

碩士 === 國立中興大學 === 科技管理研究所 === 104 === In Taiwan, about 5,680,000 people had experience purchase products online in 2016. Purchase through the Internet play an important role to customers. It is common to see sales promotion while you purchased products online. Seller provided sales promotion to attract customers to buy their products. However, sales promotion may come with some restriction to force customers making purchase decisions in the limited of time. Customers relied on product information that seller provided to evaluated the product value. However, different customers with different personality may response differently to the external stimulation (e.g. sales promotion type, product information amount). According to different stimulus, customers may have different product attitude to the product. Therefore, this article conduct the experiment as following: 2 sales promotion (monetary: price discount/ non-monetary promotion: free gift) × 2 product information amount (high: nine product pictures, product introduction, product feather, return and refund regulations./ low: one product picture and return and refund regulations) ×2 product categories (search goods: backpack/ experienced goods: shoes) × 2 product stock restriction (yes: stock amount and reminding “limited-number offer is only available while stock lasts.”/ no: reminding “limited-number offer is only available while stock lasts.”). The result showed that product information amount and product stock restriction are an important factor to customers. Customers responded higher product attitude to the product which contained higher product information amount. Also, customers reply higher product attitude to the product which provided with product stock restriction. Thus, it can infer that product information amount and product stock restriction can be efficiency tools for sellers’ to induce customers’ purchase intention.