Abstract This article builds up a theatrical model of 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, the results find out 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, and there is an interaction between price promotion types and price promotion amplitudes, and that the consumer’s perceived value loss has a distinctively positive effect on negative purchase intention.
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Received: 28 August 2009
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Corresponding Authors:
YANG Yi-miao
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