An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness
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| Format: | Artículo científico |
| Language: | en |
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Universidade de São Paulo
2015
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| _version_ | 1876482187357847552 |
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| author | Fernando de Oliveira Santini |
| author_facet | Fernando de Oliveira Santini |
| contents | An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness Fernando de Oliveira Santini Cláudio Hoffmann Sampaio Marcelo Gattermann Perin Valter Afonso Vieira Administración y Contabilidad Marketing sales promotion consumer behavior discount sales promotion attractiveness of sales promotion 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. 2015 artículo científico 0080-2107 https://www.redalyc.org/articulo.oa?id=223442806003 en http://www.redalyc.org/revista.oa?id=2234 Revista de Administração - RAUSP application/pdf Universidade de São Paulo Revista de Administração - RAUSP (Brasil) Num.4 Vol.50 |
| format | Artículo científico |
| id | redalyc_223442806003 |
| institution | Redalyc |
| language | en |
| publishDate | 2015 |
| publisher | Universidade de São Paulo |
| spellingShingle | An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness Fernando de Oliveira Santini Administración y Contabilidad Marketing sales promotion consumer behavior discount sales promotion attractiveness of sales promotion An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness Fernando de Oliveira Santini Cláudio Hoffmann Sampaio Marcelo Gattermann Perin Valter Afonso Vieira Administración y Contabilidad Marketing sales promotion consumer behavior discount sales promotion attractiveness of sales promotion 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. 2015 artículo científico 0080-2107 https://www.redalyc.org/articulo.oa?id=223442806003 en http://www.redalyc.org/revista.oa?id=2234 Revista de Administração - RAUSP application/pdf Universidade de São Paulo Revista de Administração - RAUSP (Brasil) Num.4 Vol.50 |
| title | An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness |
| topic | Administración y Contabilidad Marketing sales promotion consumer behavior discount sales promotion attractiveness of sales promotion |
| url | https://www.redalyc.org/articulo.oa?id=223442806003 |