• The Journal of Asian Finance, Economics and Business
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• 제5권4호
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• pp.101-105
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• 2018

Price discount is one of the commonly used promotion strategies to increase sales and revenue. If a discount is perceived before the purchase (i.e., pre-purchase discount), consumers are likely to perceive it as a potential gain. If it is noticed after making a regular-priced purchase (i.e., post-purchase discount), consumers may develop negative emotions and attitudes. Based on the rising transparency and omnipresence of price and discount information through web and mobile platforms, we attempt to tackle an understudied topic on the negative effect of post-purchase price discount. Specifically, post-purchase discount information may increase consumers' perception of monetary loss, which may affect consumers' decision to return the product, potentially increasing the operating costs borne by retailers. Based on a close scrutinization of the current market environment and previous academic literature, we suggest a novel conceptual framework to understand consumers' perception, attitude, and behavior (perception of loss, willingness to return) upon perceiving various formats of discount promotion (absolute value vs. percentage discount) posterior to the purchase of a product. We also look at the effect of price level (low-priced vs. high-priced). For marketing practitioners, we intend to suggest optimal promotion formats that can alleviate consumers' negative perceptions and prevent additional operation costs.

• 한국정보시스템학회지:정보시스템연구
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• 제31권4호
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• pp.209-232
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• 2022

Purpose In the current environment of online shopping, the cost for consumers to obtain the information they need is decreasing, and the price of products is becoming more transparent, leading to increased price competition among enterprises for similar products. Given the widespread usage of limited-time promotion as a marketing method for enterprises in the context of e-commerce, it is great meaning to study and reveal the internal influence mechanism of limited-time promotion on consumers' impulsive consumption. Design/methodology/approach Based on the S-O-R theory, this study constructs a model of consumers' impulsive consumption in the context of e-commerce from the perspective of perceived price discount, with evoking sense and pleasure as mediating variables and perceived time pressure as moderating variables. Findings The results show that perceived price discount has a significant positive impact on evoking sense and pleasure. Evoking sense has a significant positive impact on pleasure. Both evoking sense and pleasure have a significant positive impact on consumers' impulsive consumption. Meanwhile, perceived time pressure plays a significant moderating role between perceived price discount and evoking sense, between perceived price discount and pleasure, and between evoking sense and consumers' impulsive consumption. Finally, based on the above findings, this study provides effective suggestions for e-commerce participants in the formulation of limited-time promotion strategies.

• International Journal of Advanced Culture Technology
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• 제9권3호
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• pp.106-111
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• 2021

Multiple sales promotions for one product can be simultaneously offered. For instance, marketers can offer a premium along with a price discount. In the present research, we primarily focus on offers containing both a bonus pack and a price discount. In particular, this research examines whether consumer evaluations of offers containing both a bonus pack and a price discount (i.e., BP + PD offers) vary according to consumers' saving orientation. Specifically, we predict that for consumers with strong (vs. weak) saving orientation, offers containing the high PD but low extra amount of BP will be more favorably evaluated than offers with a high extra amount of BP but low PD. A series of two experimental results show that consumers' saving orientation moderates their evaluations of BP and PD offers, which supports the prediction. The findings imply that marketers can evoke more positive consumer responses to BP and PD offers, considering individual differences such as saving orientation.

• 한국유통학회지:유통연구
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• 제10권4호
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• pp.1-22
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• 2005

본 논문의 주된 연구목적은 첫째, 카테고리 관리를 실행하고 있는 소매업체에서 상품구색, 가격정책, 진일형태, 촉진 등의 점포 내 전술이 점포성과에 미치는 영향을 분석하는 것이고, 둘째, 상품 카테고리 유형(다양성 추구용과 구색용 카테고리)에 어떤 전술이 어떤 형태로 점포성과 향상에 기여하는지를 알아보는 것이다. 이러한 연구목적들을 달성하기 위하여 국내 대표 할인점인 ‘A' 할인점의 매장 Scanner Data를 이용하여 점포성과는 매출액과 재고투자수익률(GMROD로 측정하였고, 점포 내 전술은 스캐너 데이터와 매장에서의 실사를 병행하여 상품구색, 가격할인, 가격 및 비가격촉진, 진열위치 등으로 평가하였다. 다중회귀분석을 통하여 가설검정을 한 길과 다양성 추구용 카테고리에서는 상품구색, 일시적 가격할인, 가격할인 그리고 특정진열위치 전술들은 매출액을 증가시켰고, 상품구색은 GMROI를 떨어뜨리는 반면 비가격촉진 전술은 GMROI를 증가시키는 효과를 가져왔다. 또한 구색용 카테고리에서는 상품구색과 특정진열위치 전술은 매출액과 GMROI를 모두 높였으나, 일시적 가격할인, 가격촉진, 그리고 비가격촉진 전술들은 매출액과 GMROI에 아무런 영향을 주지 못하였다. 이러한 분석결과를 바탕으로 이론적 공헌점과 관리적 시사점을 제시하였다.

• 한국정보시스템학회지:정보시스템연구
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• 제28권4호
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• pp.251-270
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• 2019

Purpose Unlike advertising through the traditional media targeting unspecified number of people, the base of mobile environment using smartphone has expanded so that many companies can classify prospective customers according to their purpose, thereby enabling efficient targeted marketing with low cost. Design/methodology/approach This study has investigated how can marketing strategy be influenced by the price promotion type (immediate discount/delayed discount) and message framing (positive/negative) according to time pressure (low/high). Hypotheses are set through the consideration of prospect theory, endowment effect, framing effect, regulatory-focus theory, and time-pressure theory. Findings The results and interpretation of this study are as follows. First, it was found that the influence of the delayed discount on the purchase intention was larger than the immediate discount. Second, negative/loss frame messages have more influence on purchase intention than positive/profit frame messages. Third, when the price promotion type is delayed discount, the effect of the promotion message on the purchase intention when it presented by negative/loss frame is greater than the other cases. The implication of this study is that it can be used as a basic data for establishing a strategy to maximize the effectiveness of promotions effectively considering potential buyers of mobile commerce environment.

• 융합경영연구
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• 제4권1호
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• pp.23-33
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• 2016

Sales promotion is defined as the short-term incentive to encourage the purchase or sale of products and services. Retailers conduct a variety of sales promotion to encourage the purchase or sale of products and services. It is often used to induce the purchase of customers in short term and to improve the relationship with customers in the long term. Many previous studies about the effect of price discount SP on increase in sales and image improvement have conducted. But the study of non-price promotion, especially SP with 'Gifts', meanwhile, has been seldom researched. This study is to investigate the effect of the Gift SP conducted by retailers on the customer evaluation of the product and its Gifts. This study is to investigate the effect of 'Gifts', among the non-price promotion, on the customer evaluation. First of all, previous studies about the effect (-) of Sp with 'Gifts' on the customer evaluation of the product and its Gifts, and the factors that offset the negative effect of SP with 'Gifts' on quality perception are to examined. In this study, additionally, the summary of the study based on the previous studies and the research subject in the future are to be presented. Firstly, to examine the previous researches on the effect of SP which retailers conduct on the increased sales and or enhanced image, price discount SP has attracted a lot of attention as a research subject but researches on non-price sales promotion, particularly on SP with gift have seldom conducted as a research subject. Secondly, in the previous studies relevant to Price Discount SP, the long-term negative (-) effect of the target product or brand of SP has been studied. However, a few researches on the long-term negative (-) effect of SP with gift have been conducted. Thirdly, it might be brand affinity and purchase limit that buffered the negative (-) effect on the perceived quality of SP with gift which retailers had conducted. In spite of various studies conducted by many researchers, each study have discussed the consequences under certain circumstances and integrated results of research have not been in progress. It may be the research issues left to us to clearly identify the psychological mechanism of consumers until the effect of SP happens in order to theorize SP and to present a practical and useful suggestion.

• 마케팅과학연구
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• 제20권2호
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• pp.149-163
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• 2010

以前的研究已经表明零售价格促销改变消费者的购买行为以及零售商频繁的使用价格促销. 为了持续的从消费者身上获得利益, 零售商会采用几种价格促销方式. 例如, 零售商采用绝 对的降低价格($,€), 百分比价格, 或两种方法的结合(Della Bitta et al. 1981). 采用不同的价格促销类似于购买决定的形成(Monroe 1990). 框架效应是指一个问题两种在逻辑意义上相似的说法却导致了不同的决策判断(Frisch 1993). 因此, 如何陈述促销会影响消费者的交易评价并提高销售量. 事实上, 大量的营销研究已经证实了价格陈述对交易感知的影响(Lichtenstein and Bearden 1989; Urbany et al. 1988; Yadav and Monroe 1993). 从这个意义上说, 很多的营销研究已经论证了交易感知同样由消费者准确的计算折扣和最终价格的水平决定的(Estelami 2003a; Morwitz et al. 1998). 所以营销者能够通过提高计算的准确性来提高消费者对折扣的反应. 最后, 由于整体的计算误差导致低估了折扣(Kim and Kramer 2006), 消费者更容易在深度分析价格信息之后领会打折的报价,使他们能更准确地评估价格折扣. 本研究的目的是测试不同的折扣价格对消费者价格感知的影响. 更准确的来说, 本研究的目的是探索如何不同的执行相同的价格促销(语义和视觉凸显), 从而影响消费者对促销的感知和他们的购买决定. 我们的分析聚焦于价格陈述对评估, 购买意图和储蓄感知的影响. 为了验证提出的假设, 本文用实验性分析来分析几个折扣陈述. 从这个意义上来说, 我们采用一个2(数值显著陈述: 绝对和相对)x 2(语言显著陈述: 新颖的和传统的)x 2(视觉显著: 红色和蓝色)的设计来探索折扣陈述对三个因变量的影响: 评估, 购买意图和储蓄感知. 我们向受访者提供一个假设的广告, 受访者被告知报价的情况并需要对此评估. 一旦样本完成对广告的评估, 他们需要回答一份与价格显著和依赖纬度的问卷. 然后, 进行操作来确保受访者记得他们被对待的情况. 接着, 我们用一个2x2x2的多变量方差分析和随访单变量的测试来证实研究假设并检测单因子(价格显著)对评估, 购买意图和储蓄感知的影响. 结果表明, 语义和视觉显著的陈述对评估, 购买意图和储蓄感知有显著的主要影响和相互作用. 数值显著的作用显著影响评估和购买意图. 另外, 语言显著主要影响储蓄并作用与评估和购买意图. 最后, 视觉显著的相互作用对评估有显著影响. 本研究的结果的实践启示包括公司在计划基于用折扣来吸引消费者主义的促销时需要考虑. 因为价格陈述对消费者感知有重要的影响, 所以零售商应该考虑那种影响是想要的从而设计有效的折扣陈述. 特别是, 零售商应该用一种使得最终价格计算容易的传统方式来陈述折扣. 这是如此重要的调查方式使得营销者可以提高消费者心算的准确性来提高消费者对价格折扣的反应. 这个有关价格陈述对消费者反之和购买意图的影响的初步研究为未来的研究开启了方向.

• 한국의류산업학회지
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• 제15권4호
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• pp.543-553
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• 2013

This study analyzes the influence of price, product and promotion on clothing impulse buying according to internet shopping mall type. This study conducted a survey of 346 male and female consumers in their 20s-40s who have experienced clothing impulse buying from an internet shopping mall. Respondents were selected using convenience sampling through an online survey conducted in August 2012. For statistical analysis, descriptive statistics, reliability analysis, $X^2$-test, factor analysis, and regression analysis where carried out using SPSS for Windows 12.0. The results were as follows. First, there were significant differences for consumer gender, age, marital status, and education on clothing impulse buying according to shopping mall type. Second, there were differences for the influence of each component (price, product and promotion) on clothing impulse buying according to shopping mall type. Third, it was identified that influence of components (price, product and promotion) on clothing impulse buying were in the following order: low price, freshness, prize promotion, scarcity, open market price discount, prize promotion, freshness, fashionability, low price in general shopping malls, payment term benefit, freshness, and scarcity in fashion SOHO shopping malls. This study provides information for consumer management and promotion strategies according to each shopping mall type by understanding clothing impulse buying by consumers and factors according to shopping mall type.

• 유통과학연구
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• 제12권10호
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• pp.123-128
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• 2014

Purpose - The purpose of the study is to reexamine the price fairness as practiced by low cost airlines, as a consumer has to experience such inconveniences as inferior airport transportation, extra fees on in-flight meals, and non-negotiable seats, and consumers evaluate such experiences keeping in mind their total costs. This evaluation includes price fairness and allows a reasonable and overall consideration of factors of low cost airlines. It tries to set up a measurement of the indicators consumers' perceptions of price fairness academically as it adapts price fairness to airline services which are renowned for price volatility. Research design, data, and methodology - The research proposes an alternative pricing strategy for the long term profit of low cost airlines after going over conflicts between the traditional theory of consumers' price perception mechanism and flexible fair policy of low cost airlines. It was meaningful when it relates to the early stage of the business, while it enhances the risks relating to the long term survival of low cost airlines. In addition, it is significant as it highlights the negative influences on consumers' perceptions of price fairness, as low cost airlines run on extremely low cost perspectives. Results - The results of the research provide insight into four perspectives, as consumers' perceptions of price fairness are influenced by the frequency and range of price changes and services. The first perspective is that it would lead to positive price evaluation when a low cost airline cuts prices frequently with little changes than one big change. It also would lead to the same result when it comes to necessary services. The second perspective is that one big increase of price would rather undermine the negative aspects of price changes than those of several smaller ones. The third perspective is that additional services would be good to consumers' perceptions of price fairness as compared to discount benefits with respect to the cost. Finally, a low cost airline should consider that consumers will change airlines or defer their flight schedule if the flight fares increase beyond their limits. Conclusions - Low cost airlines should reconsider their pricing policies for services that were provided free earlier. A consumer would not like discount benefits when made to pay for services that were, for long, free of charge. If a low cost airline can provide services with no charge, it should improve volumes if the costs are standardized and, moreover, should consider the charging fees. Alternatively, a consumer can choose between services and fair discount. Low cost airlines are implementing sales promotion strategies, as the competition is more intense than it used to be. In these days, they should regard services over sales promotion, as consumers may prefer to spend money on good premium services. Some differentiation in services could create a good market position for the airlines and, hence, good financial performance.

• 디지털융복합연구
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• 제12권10호
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• pp.135-144
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• 2014

본 연구는 소비자들의 라이프스타일 중 구매행위의 가치관 유형과 제품의 가격할인 유형에 따라 제품태도에는 차이가 있는지 확인하였다. 먼저, 소비자들의 구매행위를 구성하고 있는 가치관 요인은 알뜰구매, 충동구매, 품질구매, 원리원칙구매로 도출되었다. 구매행위의 가치관 유형을 확인하기 위하여 군집분석 결과 고품질 충동구매, 합리적 구매, 실용적 구매로 분류되었다. 둘째, 소비자들의 구매행위 가치관 유형은 제품태도에 차이가 있는 것으로 확인되었다. 셋째, 제품의 가격할인 유형과 소비자들의 구매행위 가치관 유형에 따른 제품태도에는 상호작용효과가 확인되었다. 넷째, 소비자들의 구매행위를 구성하고 있는 가치관 요인 중 알뜰구매 요인은 50% 가격할인 제품태도에 품질구매 요인과 충동구매 요인은 번들링 가격할인(1+1) 제품태도에 영향이 미치는 것으로 확인되었다. 이상의 연구결과는 기업의 가격할인 전략수립 시 소비자들의 구매행위의 가치관과 제품의 가격할인 유형을 고려한 판매촉진 전략이 고려되어야 함을 시사하는 바이다.