Title page for etd-0218113-043355


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URN etd-0218113-043355
Author Chiu-chiu Yin
Author's Email Address No Public.
Statistics This thesis had been viewed 5567 times. Download 306 times.
Department Business Management
Year 2012
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Effect of limited time, limited quantity and hot sales messages on consumer’s choice
Date of Defense 2012-06-28
Page Count 89
Keyword
  • preference reversal
  • marketing messages
  • consumer’s preference
  • Abstract This study aim to investigate the influence of time-bound, quantity-bound and hot sales commercial messages on consumers’ choice of product. Based on literature and field observation, seven kinds of messages were identified. Experiments were conducted to examine how these messages affect consumers’ choice of product and how individual personality may influence their effects. The major findings are
    1. Messages of “limited edition”, “limited time”, “member only”, “anniversary memorial product”, and “hot sales” messages may increases consumers’ preference and influence their choices and yielding preference reversals. Among them, “hot sales” message has the best effect.
    2. “Limited edition”, “limited time”, “member only”, and “anniversary memorial product” messages have stronger effect on consumers of high need for uniqueness, while “hot sales” message has stronger effect on consumers of low need for uniqueness.
    3. “Limited edition”, “limited time”, “member only” and “hot sales” messages have stronger effect on consumers of low self-monitor than those of high self-monitor, while effect of “anniversary memorial product” message on both are almost the same.
    Advisory Committee
  • Shyh-jer Chen - chair
  • Min-hsin Huang - co-chair
  • Chi-cheng Wu - advisor
  • Files
  • etd-0218113-043355.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2013-02-18

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