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|標題:||The effects of price information for promotion strategy on product purchase intention|
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In recent years convenience stores have been impacted by competitive pressure under the external environment so that the enterprise''s managers put out various kinds of promotional strategies respond to competitors. Price promotional strategies are diversification on convenience stores. Consumers faced a lots of sale promotion on the process of decision making; however, these price information would affect their consumer behavior. The internal reference price of consumer also is affected by the price information to change their perceived value and purchase intention. Furthermore previous studies have less discussed the actual impact of consumer employee specific reference price. Thus the purpose of this research is to examine that consumer faced two specific price promotional formats (in dollar versus percentage terms) in convenience store. They used internal reference price (average market prices, reasonable prices and reservation prices) whether the moderator variables brand loyalty and purchase frequency affect perceived value causing the different level purchase intention. The model was tested using structural equation model (SEM). The sample size of this survey includes 1669 respondents, 1059(63.35%) were identified as usable. 12 brands of green tea in Taiwan were selected for the study. The results supported that structural models and fit the data. According to the analysis results, first, female prefer the dollar term of price promotion; different occupations were attractive by different price promotion. Second, consumer''s internal reference prices, perceived value and purchased intentions are affected by price promotional framings. Third, different level of brand loyalty would have effect on perceived value. But consumer who has different level of purchase frequency would not have effect on perceived value. Fourth, Internal reference price would effect on the different characteristic consumer. The rank of influence about internal reference price to higher /lower brand loyal customer is that average market price is greater than reservation price, and reservation price is greater than reasonable price. The rank of influence about internal reference price to customers who purchase frequently or infrequently is that reservation price is greater than average market price, and average market price is greater than reasonable price. The key contribution of the research is that the authors generalized and classified the findings according to different characteristics of consumer used internal reference price. Moreover we explored that the change of internal reference price when consumer faced price information to help retailers plan and design the sale promotion.
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