An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista de Administração (São Paulo) |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072015000400416 |
Resumo: | ABSTRACT The purpose of this paper is to analyze the influence of discount sales promotion in the purchase intention and the moderating effects of attractiveness in the relationship between intention to purchase a discounted product and the impulsiveness, hedonic perception and financial risk. Thus, an experiment involving 613 students was conducted. The hypotheses predicted that a product with discount promotion would relate positively with impulsivity, as well as with a hedonic perception about the good offered, and negatively with the perception of financial risk associated with the product offered with discount. A positive moderation was expected of the perceived attractiveness of the announced discount promotion on the intentions of behaviors. The results confirmed the hypothesis, indicating positive effects of impulsivity and hedonic perception by purchasing the discounted products, in addition to the negative link between the intention of purchasing discounted products and the perception of a financial risk. The moderating effects were not confirmed. Final considerations conclude the work. |
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An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractivenessmarketingconsumer behaviorsales promotiondiscount sales promotionattractiveness of sales promotionABSTRACT The purpose of this paper is to analyze the influence of discount sales promotion in the purchase intention and the moderating effects of attractiveness in the relationship between intention to purchase a discounted product and the impulsiveness, hedonic perception and financial risk. Thus, an experiment involving 613 students was conducted. The hypotheses predicted that a product with discount promotion would relate positively with impulsivity, as well as with a hedonic perception about the good offered, and negatively with the perception of financial risk associated with the product offered with discount. A positive moderation was expected of the perceived attractiveness of the announced discount promotion on the intentions of behaviors. The results confirmed the hypothesis, indicating positive effects of impulsivity and hedonic perception by purchasing the discounted products, in addition to the negative link between the intention of purchasing discounted products and the perception of a financial risk. The moderating effects were not confirmed. Final considerations conclude the work.Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo2015-12-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072015000400416Revista de Administração (São Paulo) v.50 n.4 2015reponame:Revista de Administração (São Paulo)instname:Universidade de São Paulo (USP)instacron:USP10.5700/rausp1210info:eu-repo/semantics/openAccessSantini,Fernando de OliveiraSampaio,Cláudio HoffmannPerin,Marcelo GattermannVieira,Valter Afonsoeng2015-12-03T00:00:00Zoai:scielo:S0080-21072015000400416Revistahttp://rausp.usp.br/PUBhttps://old.scielo.br/oai/scielo-oai.phprausp@usp.br||reinhard@usp.br1984-61420080-2107opendoar:2015-12-03T00:00Revista de Administração (São Paulo) - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
title |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
spellingShingle |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness Santini,Fernando de Oliveira marketing consumer behavior sales promotion discount sales promotion attractiveness of sales promotion |
title_short |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
title_full |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
title_fullStr |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
title_full_unstemmed |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
title_sort |
An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
author |
Santini,Fernando de Oliveira |
author_facet |
Santini,Fernando de Oliveira Sampaio,Cláudio Hoffmann Perin,Marcelo Gattermann Vieira,Valter Afonso |
author_role |
author |
author2 |
Sampaio,Cláudio Hoffmann Perin,Marcelo Gattermann Vieira,Valter Afonso |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Santini,Fernando de Oliveira Sampaio,Cláudio Hoffmann Perin,Marcelo Gattermann Vieira,Valter Afonso |
dc.subject.por.fl_str_mv |
marketing consumer behavior sales promotion discount sales promotion attractiveness of sales promotion |
topic |
marketing consumer behavior sales promotion discount sales promotion attractiveness of sales promotion |
description |
ABSTRACT The purpose of this paper is to analyze the influence of discount sales promotion in the purchase intention and the moderating effects of attractiveness in the relationship between intention to purchase a discounted product and the impulsiveness, hedonic perception and financial risk. Thus, an experiment involving 613 students was conducted. The hypotheses predicted that a product with discount promotion would relate positively with impulsivity, as well as with a hedonic perception about the good offered, and negatively with the perception of financial risk associated with the product offered with discount. A positive moderation was expected of the perceived attractiveness of the announced discount promotion on the intentions of behaviors. The results confirmed the hypothesis, indicating positive effects of impulsivity and hedonic perception by purchasing the discounted products, in addition to the negative link between the intention of purchasing discounted products and the perception of a financial risk. The moderating effects were not confirmed. Final considerations conclude the work. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-12-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072015000400416 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072015000400416 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.5700/rausp1210 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo |
publisher.none.fl_str_mv |
Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo |
dc.source.none.fl_str_mv |
Revista de Administração (São Paulo) v.50 n.4 2015 reponame:Revista de Administração (São Paulo) instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Revista de Administração (São Paulo) |
collection |
Revista de Administração (São Paulo) |
repository.name.fl_str_mv |
Revista de Administração (São Paulo) - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
rausp@usp.br||reinhard@usp.br |
_version_ |
1748936717015973888 |