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作 者:杨宜苗[1]
机构地区:[1]东北财经大学工商管理学院,辽宁大连116025
出 处:《商业经济与管理》2010年第2期52-60,共9页Journal of Business Economics
基 金:教育部人文社科项目(05JC790089);辽宁省社会科学界联合会项目(2007lslktjjx-86)
摘 要:文章构建了错过价格促销情境下价格促销类型、促销幅度、感知价值损失和负向购买意愿关系的理论模型。通过2(价格促销类型:直接降价/间接降价)×2(价格促销幅度:大/小)的因子实验设计,研究发现:在错过价格促销情境下,消费者感知价值损失因价格促销的类型不同、幅度不同而有显著差异,价格促销类型和价格促销幅度对消费者感知价值损失有交互作用,消费者感知价值损失对负向购买意愿存在显著的正向影响。This article builds up a theoretical model about the relationship among types of price promotion, amplitudes of price promotion, perceived value loss and negative purchase intention under the condition of missing price promotion. By a 2 (types of price promotion: direct price-offs vs. indirect price-offs) × 2 (amplitudes of price promotion: large vs. small)factorial experimental design, results show that under the condition of missing price promotion, the consumer's perceived value loss has a significant difference because of different types and amplitudes of price promotion, there is an interaction between price promotion types and price promotion amplitudes, and the consumer's perceived value loss has a distinctively positive effect on negative purchase intention.
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