The effects of shopping goal concreteness and surprised discount message on consumer behavior
Date Issued
2009
Date
2009
Author(s)
Chen, Yen-Lin
Abstract
In the previous literature, the stream of research had focused on 3 different topics. One is what benefit consumers perceive accordingly different types of promotion (Chandon, Wansink and Laurent, 1999), another one is the effects of duration of gaining incentive on consumer behavior (Davidson, 1987; Quelch, 1989), and the other is the effects of relevance between incentive and the product features on consumer behavior (Beem and Shaffer, 1981). There is limited research about the effects of surprised coupon on consumer purchase behavior. Moreover, consumers’ shopping goals will impact consumer behavior as well. Some consumers will go for window shopping without any shopping goal; some have shopping goals. The different purchase behavior under different shopping goal concreteness is also the area which this study wants to explore.he theoretic basis of this study is constructed on the Lee and Ariely (2006) “shopping goal theory” and Heilman, Nakamoto and Rao(2002) “consumer response to unexpected in-store coupons”, and then conducted the experiment to test hypothesis. Based on the level of goal concreteness (no shopping goal/low/medium/high) and the type of price discount messages (conditioned discount message- when consumption achieve price thread-hold, and consumers can gain X% off versus conditioned discount message – when consumers buy promoted products, they can get X% off.) Respondents will go through following the experiment procedure: (1) Role play to start the mission and manipulated shopping goal concreteness and conditional price discount message. Then, browsing the paper viral shopping environment, and make the buying decision. Finally, write down the buying amount and numbers on the viral DM, and do the manipulation check. Here is to demonstrate the results of the experiment.. The higher level of goal concreteness, the more possibility that consumers won’t be influenced by discount messages. . The effects of different types promotion will have different results regard to the level of goal concreteness. Under this, low goal concreteness will easily influenced by the conditioned discount messages –limited brand. Consumers without shopping goal didn’t show the deference between 2 types of promotion. . Under surprise coupon, consumers without shopping goal will be influenced by price discount message, and the amount is higher than low/medium/high group.. Under surprise coupon, consumers bought more products which is related to discount product.
Subjects
goal concreteness
discount message
surprised coupon
SDGs
Type
thesis
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