ScholarWorks@숙명여자대학교

초록

Price promotion strategy has been frequently used by firms as a major tool of sales promotion. However, firms nowadays, especially on-line or mobile situation, tend to offer the choice between an immediate price discount and an after-purchase point accumulation. While most of the previous research on price promotion mainly focused on the immediate price discount, however, this study try to examine both immediate price discount and after-purchase point accumulation simultaneously. This study proposed and performed a two (price promotion’s temporal distance: immediate vs. after-purchase) by two (price discount rate: low vs. high) by two (consumer’s regulatory focus: prevention vs. promotion) 3-way factorial ANOVA design. Here, temporal distance and price discount rate served as between-factors and promotion as a within- factor. The result showed that consumers prefer immediate price discount benefits over after-purchase benefits. Also consumers are more favorable to higher(30%) discount rate than lower(5%) one. As for the interaction effect, when the price discount rate is low, consumers show high purchase intentions if after-purchase discount mileage is given. Furthermore, when after-purchase discount mileage is given, prevention-focus consumer’s purchase intention was higher than promotion-focus consumer’s purchase intention. However, there was no interaction between the price discount rate and the consumer’s regulatory focus. Based on the findings of this study, academic and managerial implications are discussed.

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