政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/111932

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政大機構典藏 > 商學院 > 資訊管理學系 > 會議論文 > Item 140.119/111932

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/111932

Title:	Can time pressure and discount strategy of mobile coupons affect consumers` purchase intention
Authors:	梁定澎 Lin, Yu-Fan Liang, Ting-Peng Teh, Pei-Lee Lai, Chia-Yin
Contributors:	資訊管理系
Keywords:	Commerce;Consumer behavior;Information systems;Marketing;Purchasing;Discount strategy;Perceived risk;Perceived value;Purchase intention;Quantity limitation;Time pressures;Sales
Date:	2015-07
Issue Date:	2017-08-14 15:33:39 (UTC+8)
Abstract:	Increasing use of mobile devices has led to many marketers to send mobile coupons to consumers. The effectiveness of mobile coupon is context dependent which involves reaching customers with the right promotion strategies that differs in time-limited scarcity messages and quantity-limited scarcity messages. However, the joint effects of mobile coupon promotions under different time pressure, quantity limitation and discount strategies on consumers` purchase intention have been unexplored in the literature. Drawing from the value-risk paradigm, we develop a new research model to examine consumers` responses to mobile coupon with different time-limited scarcity messages and quantity-limited scarcity messages across different promotion strategies. An experiment is designed to test the research model. The findings of this study will have implications for future research and marketing practice. Specifically, Information Systems (IS) and marketing personnel will gain a fresh insight on how mobile couponing with different time-limited scarcity messages, quantity-limited scarcity messages and discount strategies can be effective for consumer purchase.
Relation:	Pacific Asia Conference on Information Systems, PACIS 2015 - Proceedings 19th Pacific Asia Conference on Information Systems, PACIS 2015; Singapore; Singapore; 5 July 2015 到 9 July 2015; 代碼 125136
Data Type:	conference
Appears in Collections:	[資訊管理學系] 會議論文

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