An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness

Revista de Administração (São Paulo)

Fernando De Oliveira Santini¹  Cláudio Hoffmann Sampaio¹  Marcelo Gattermann Perin¹  Valter Afonso Vieira¹ 

关键词: marketing;    consumer behavior;    sales promotion;    discount sales promotion;    attractiveness of sales promotion;    comportamento do consumidor;    promoção de vendas;    promoção monetária de desconto;    atratividade da promoção;    comportamiento del consumidor;    promoción de ventas;    promoción de ventas con descuento;    atractividad de la promoción de ventas;   

DOI  :  10.5700/rausp1210

来源: SciELO

【 摘 要 】

ABSTRACT The purpose of this paper is to analyze the influence of discount sales promotion in the purchase intention and the moderating effects of attractiveness in the relationship between intention to purchase a discounted product and the impulsiveness, hedonic perception and financial risk. Thus, an experiment involving 613 students was conducted. The hypotheses predicted that a product with discount promotion would relate positively with impulsivity, as well as with a hedonic perception about the good offered, and negatively with the perception of financial risk associated with the product offered with discount. A positive moderation was expected of the perceived attractiveness of the announced discount promotion on the intentions of behaviors. The results confirmed the hypothesis, indicating positive effects of impulsivity and hedonic perception by purchasing the discounted products, in addition to the negative link between the intention of purchasing discounted products and the perception of a financial risk. The moderating effects were not confirmed. Final considerations conclude the work.

【 授权许可】

CC BY   
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