傳播文獻


【鄰近學門】 - 財政學

名稱
The Effects of Advertised Reference Price on Consumer Price Judgments in Online and Offline Retailing Environments
來源
中山管理評論
作者
Yuan-shuh Lii、L. P. Douglas Tseng
年份
2005
資料性質
英文
出版者
國立中山大學管理學術研究中心
出版地
台灣
冊數
13卷英文特刊
頁數
p74-105
相關連結
簡介

This study examines whether the effects of reference-price advertisements on consumers’ perceptions and behavioral intentions differ between online and offline price-based promotional offers. This study finds that an advertised reference price does lead to a higher internal reference price, a lower price-search intention, and a more positive attitude toward the offer for both online and offline price-based promotional offers. These effects of advertised reference prices are larger for online promotional offers than for offline ones. The finding suggests that while reference-price advertisement should be a prominent strategy for all retailers in designing their promotional offers, it should be of particular importance to the online retailers.
The findings of this study also demonstrate that, for both online and offline price promotions, an exaggerated advertised reference price has a greater impact on all three dependent variables examined in this study than does a plausible reference price. These effects of an exaggerated advertised reference price also are larger for the online promotional offers than for the offline ones. Given the demonstrated impacts of an exaggerated advertised reference price, this “buy-in-the-first-store” online-shopping behavioral pattern highlights the crucial role that advertised reference prices can play in online consumers’ purchasing decisions. It also underlines the danger of possible deceptive usage of exaggerated advertised reference prices and should, therefore, be of considerable public policy concern. By the same token, online retailers should use discretion when attempting to capitalize on the effectiveness of exaggerated advertised reference prices in influencing consumers’ price perceptions and price evaluations.