The Enjoyment of consumption and Repurchase Intention: The Influences of Delay between Choice and Consumption and Promotion Framing
Date Issued
2015
Date
2015
Author(s)
Chang, Jen-Hao
Abstract
The forms of promotion are diverse in today’s market, and consumers’ shopping behavior tends to be influenced by the wide variations in promotion framing advertisement published by manufacturers. In the past, related studies mostly focused on the purchase moment; however, the consumption experience of products is not limited to the moment of purchasing, and consumers’ repurchase behavior is often affected by their usage satisfaction with the products after purchase. Furthermore, it is often that the products are not used immediately after purchase, which results a delay between choice and consumption, but research in this area is also unavailable in past studies. On this account, this study attempts to explore the influence of promotion framing on consumers’ enjoyment in their overall consumption experience and their repurchase intention, and further examines the possible mediating effects. This study also explores how the delay situation with the two different ways of payment—advance payment and payment after delivery—would affect the degree of enjoyment of consumers. The study including two experiments and both are adopted within subject design. The first experiment conducted in this study was a 3(different promotion framing)X2(delay between choice and consumption) experiment to test the influencing on the enjoyment and repurchase intention. The second experiment was a 3(different promotion framing)X2(payment timing) experiment to test the influencing on the enjoyment and repurchase intention in different delay condition. The result of the study as below: 1. Incremental quantity discounts give consumers a strong positive emotional intensity, and consumers tend to have a higher degree of enjoyment and repurchase intention when there are price discounts in the delay situation compared to no discount. 2. The mediating variable that affects the degree of enjoyment of consumers is the degree of cost-effective of the promotion programs, showing that the stronger the intensity of the impacts and positive emotions that the promotion programs can bring, the higher the enjoyment that the consumers can feel. 3. In delay situation, consumers prefer advance payment if there is no discount; however, if there are price discounts and incremental quantity discounts, consumers find no differences between advance payment and payment after delivery.
Subjects
Promotion framing
delay between choice and consumption
enjoyment
repurchase intention
payment timing
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-104-R02741066-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):85f44d13385cb5eab77162a05ac46ce4