{"title":"如何有效展示 \"现在预订,稍后付款\":诉求类型、时间距离和旅行者类型对态度和购买意向的影响","authors":"Yisak Jang, Yan Cao","doi":"10.1057/s41272-024-00485-7","DOIUrl":null,"url":null,"abstract":"<p>In today’s hotel industry, increasingly more hotels offer additional options on their booking websites, such as “book now, pay later.” Despite the prevalence of this phenomenon, methods to present this option more effectively have received limited attention. Using a 2 × 2 × 2 experimental design, this research examines how appeal type (attribute versus benefit appeals) and temporal distance (i.e., time of booking) jointly influence evaluations of the “pay later” option; it also investigates whether the joint effect has a boundary condition. The results demonstrated that leisure travelers planning a trip in the near future had more positive attitudes and greater purchase intentions when the “pay later” option was presented via an attribute appeal rather than a benefit appeal. However, leisure travelers planning a trip in the distant future did not exhibit such differences in attitudes and purchase intentions. Furthermore, this research revealed that the joint effect of appeal type and temporal distance was evident only for leisure travelers but not for business travelers.</p>","PeriodicalId":46686,"journal":{"name":"Journal of Revenue and Pricing Management","volume":"21 1","pages":""},"PeriodicalIF":1.1000,"publicationDate":"2024-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"How to effectively present “book now, pay later”: the effects of appeal type, temporal distance, and traveler type on attitudes and purchase intentions\",\"authors\":\"Yisak Jang, Yan Cao\",\"doi\":\"10.1057/s41272-024-00485-7\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>In today’s hotel industry, increasingly more hotels offer additional options on their booking websites, such as “book now, pay later.” Despite the prevalence of this phenomenon, methods to present this option more effectively have received limited attention. Using a 2 × 2 × 2 experimental design, this research examines how appeal type (attribute versus benefit appeals) and temporal distance (i.e., time of booking) jointly influence evaluations of the “pay later” option; it also investigates whether the joint effect has a boundary condition. The results demonstrated that leisure travelers planning a trip in the near future had more positive attitudes and greater purchase intentions when the “pay later” option was presented via an attribute appeal rather than a benefit appeal. However, leisure travelers planning a trip in the distant future did not exhibit such differences in attitudes and purchase intentions. Furthermore, this research revealed that the joint effect of appeal type and temporal distance was evident only for leisure travelers but not for business travelers.</p>\",\"PeriodicalId\":46686,\"journal\":{\"name\":\"Journal of Revenue and Pricing Management\",\"volume\":\"21 1\",\"pages\":\"\"},\"PeriodicalIF\":1.1000,\"publicationDate\":\"2024-05-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Revenue and Pricing Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1057/s41272-024-00485-7\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS, FINANCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Revenue and Pricing Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41272-024-00485-7","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS, FINANCE","Score":null,"Total":0}
How to effectively present “book now, pay later”: the effects of appeal type, temporal distance, and traveler type on attitudes and purchase intentions
In today’s hotel industry, increasingly more hotels offer additional options on their booking websites, such as “book now, pay later.” Despite the prevalence of this phenomenon, methods to present this option more effectively have received limited attention. Using a 2 × 2 × 2 experimental design, this research examines how appeal type (attribute versus benefit appeals) and temporal distance (i.e., time of booking) jointly influence evaluations of the “pay later” option; it also investigates whether the joint effect has a boundary condition. The results demonstrated that leisure travelers planning a trip in the near future had more positive attitudes and greater purchase intentions when the “pay later” option was presented via an attribute appeal rather than a benefit appeal. However, leisure travelers planning a trip in the distant future did not exhibit such differences in attitudes and purchase intentions. Furthermore, this research revealed that the joint effect of appeal type and temporal distance was evident only for leisure travelers but not for business travelers.
期刊介绍:
The?Journal of Revenue and Pricing Management?serves the community of researchers and practitioners dedicated to improving understanding through insight and real life situations. Each article emphasizes meaningful answers to problems whether cutting edge science or real solutions. The journal places an emphasis disseminating the best articles from the best minds and benchmarked businesses within the field of Revenue Management and Pricing.Revenue management (RM) also known as Yield Management (YM) is a management activity that marries the diverse disciplines of operations research/management science analytics economics human resource management software development marketing economics e-commerce consumer behaviour and consulting to manage demand for a firm's products or services with the goal of profit maximisation. From a practitioner standpoint RM encompasses a range of activities related to demand management including pricing segmentation capacity and inventory allocation demand modelling and business process management.Journal of Revenue and Pricing Management?aims to:formulate and disseminate a body of knowledge called 'RM and pricing' to practitioners educators researchers and students;provide an international forum for a wide range of practical theoretical and applied research in the fields of RM and pricing;represent a multi-disciplinary set of views on key and emerging issues in RM and pricing;include a cross-section of methodologies and viewpoints on research including quantitative and qualitative approaches case studies and empirical and theoretical studies;encourage greater understanding and linkage between the fields of study related to revenue management and pricing;to publish new and original ideas on research policy and managementencourage and engage with professional communities to adopt the Journal as the place of knowledge excellence i.e. INFORMS Revenue Management & Pricing section AGIFORS and Revenue Management Society and Revenue Management and Pricing International Ltd.Published six times a year?Journal of Revenue and Pricing Management?publishes a wide range of peer-reviewed practice papers research articles and professional briefings written by industry experts - including:Practice papers - addressing the issues facing practitioners in industry and consultancyApplied research papers - from leading institutions on all areas of research of interest to practitioners and the implications for practiceCase studies - focusing on the real-life challenges and problems faced by major corporations how they were approached and what was learnedModels and theories - practical models and theories which are being used in revenue managementThoughts - assessment of the key issues new trends and future ideas by leading experts and practitionersApprentice - the publication of tomorrows ideas by students of todayBook/conference reviews - reviewing leading conferences and major new books on RM and pricingThe Journal is essential reading for senior professionals in private and public sector organisations and academic observers in universities and business schools - including:Pricing AnalystsRevenue ManagersHeads of Revenue ManagementHeads of Yield ManagementDirectors of PricingHeads of MarketingChief Operating OfficersCommercial DirectorsDirectors of SalesDirectors of OperationsHeads of ResearchPricing ConsultantsProfessorsLecturers