Percepção de valor, atratividade e intenção de compra: revisitando as técnicas de promoção de vendas

Abstract

Objective – This paper aims to assess the moderating effects of the type of sales promotion on the relationship between perceived value, attractiveness and purchase intention. Design/methodology/approach – An experiment was carried out with 1161 respondents. We examined the direct relationship of perceived value (utility and hedonic) with the formation of promotion attractiveness. We then analyzed the relationship between attractiveness and the intention of buying a product on sale. Finally, we observed the moderating effects of the type of promotion on the model relationships.