价值感知、吸引力和购买意愿:重新审视促销技巧

IF 0.7 4区管理学 Q4 BUSINESS

Rbgn-Revista Brasileira De Gestao De Negocios Pub Date : 2015-12-16 DOI:10.7819/RBGN.V17I57.2040

Fernando O. Santini, Wagner Júnior Ladeira, C. Sampaio, Clecio Araujo Falcão

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引用次数: 5

摘要

目的-本文旨在评估促销类型对感知价值，吸引力和购买意愿之间关系的调节作用。设计/方法/方法-对1161名受访者进行了实验。我们考察了感知价值(效用和享乐)与晋升吸引力形成的直接关系。然后，我们分析了吸引力和购买促销产品的意愿之间的关系。最后，我们观察了晋升类型对模型关系的调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

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

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.

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来源期刊

Rbgn-Revista Brasileira De Gestao De Negocios Multiple-

CiteScore

2.10

自引率

9.10%

发文量

审稿时长

50 weeks