Title page for etd-0613114-183924


[Back to Results | New Search]

URN etd-0613114-183924
Author Yu-Fan Lin
Author's Email Address No Public.
Statistics This thesis had been viewed 5351 times. Download 692 times.
Department Information Management
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effect of Time Pressure and Discount Strategy on Consumers’ Purchase Intention─A Study on Location-Based Mobile Coupons
Date of Defense 2014-06-21
Page Count 95
Keyword
  • Discount strategy
  • Time pressure
  • Perceived risk
  • Purchase intention
  • Quantity limitation
  • Perceived value
  • Abstract As smartphones are becoming more and more popular, people’s lifestyle of receiving messages and online purchase behavior have changed to rely more on mobile devices. This creates a significant surge in mobile marketing.
      Promotion with mobile coupons is a successful mobile marketing vehicle. However, these coupons sometimes leads customers to use them during the peak time instead of the expected off-peak time, which may result in reduction in revenue and service quality. Therefore, there is a gap between mobile coupon strategy and its effect. Many previous studies have reported that time pressure, quantity limitation, and discount strategy have influences on consumer’s purchase intention. However, there is lack of study to examine the combined effect of time pressure and discount strategies. This study creates three different discount strategies and investigates which strategy is the most effective in raising customer’s purchase intention. This study also analyzes the effect of time pressure and quantity limitation on perceived value, perceived risk, and purchase intention.
      The results indicate that (1) utility-neutral strategy was more effective for high involvement products, while utility-increasing strategy was more effective for low involvement products; (2) consumer’s perceived risk did not influence the perceived value in utility-increasing and utility-decreasing strategies, but the perceived risk did influence perceived value in utility-neutral strategy. The quantity limitation strategy was also found to have effect on increasing consumer’s perceived value and decreasing the perceived risk.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Shu-Chun Ho - co-chair
  • Ting-Ping Liang - advisor
  • Files
  • etd-0613114-183924.pdf
  • Indicate in-campus at 3 year and off-campus access at 3 year.
    Date of Submission 2014-07-13

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys