The Effect of Brand Image and Price Discount Margin on Consumers' Perceived Risk- Under Moderation of Product Involvement
Date Issued
2007
Date
2007
Author(s)
Chiang, An-Tung
DOI
en-US
Abstract
Nowadays, firms often adopt price promotion as their marketing tactics because it can arouse consumers' purchasing intention rapidly in a short period. Nevertheless, previous studies indicated that price promotion may augment consumers' perceived risk. To our knowledge, the main purpose of price promotion is to stimulate the consumers' purchasing intention. If this action would cause consumer's perceived risk and make them hesitate to buy the product, it will be a vain attempt of this elaborate marketing tactic. Hence, how to balance these two conflicting considerations is an important issue for a firm. In addition, previous studies indicated that consumers' behavior is very different under different levels of product involvement. Therefore, product involvement is adopted as the moderated variable in this study. To sum up, this study attempts to explore this issue by investigating the effect of brand image and price discount margin on perceived risk, adding product involvement as the moderated variable.
After a period of arduous effort, there are several important findings in this study:
1.Under low level of product involvement, the impact of brand image on consumers' perceived risk is less than that under high level of product involvement.
2.Under low level of product involvement, the impact of price discount margin on consumers' perceived risk is less than that under high level of product involvement.
3.Under low brand image, the impact of price discount margin on consumers' perceived risk is less than that under high brand image.
4.Under high price discount margin, the impact of brand image on consumers' perceived risk is less than that under low price discount margin.
Subjects
知覺風險
產品涉入
品牌形象
價格促銷
Perceived Risk
Product Involvement
Brand Image
Price Promotion
Type
thesis
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