The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions
The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions
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DOI：
10.1177/002224299806200204
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发表时间：
1998-04
影响因子：
12.9
通讯作者：
Dhruv Grewal;K. B. Monroe;R. Krishnan
中科院分区：
文献类型：
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作者：
Dhruv Grewal;K. B. Monroe;R. Krishnan
作者在比价广告的背景下扩展并整合了先前的价格感知价值模型。更具体地说，概念模型解释了广告销售和参考价格对买家内部参考价格、对质量的感知、收购价值、交易价值以及购买和搜索意图的影响。两个实验研究验证了概念模型。这两项研究的结果，无论是单独的还是综合的，都支持这样的假设，即买家的内部参考价格受到广告销售和参考价格以及买家对产品质量的感知的影响。作者还发现，广告销售价格对买家收购价值的影响是通过他们对交易价值的感知来中介的。此外，感知交易价值对购买者行为意向的影响是通过其获得价值感知来中介的。作者提出了进一步研究的方向和对管理者的启示。
The authors expand and integrate prior price-perceived value models within the context of price comparison advertising. More specifically, the conceptual model explicates the effects of advertised selling and reference prices on buyers’ internal reference prices, perceptions of quality, acquisition value, transaction value, and purchase and search intentions. Two experimental studies test the conceptual model. The results across these two studies, both individually and combined, support the hypothesis that buyers’ internal reference prices are influenced by both advertised selling and reference prices as well as the buyers’ perception of the product's quality. The authors also find that the effect of advertised selling price on buyers’ acquisition value was mediated by their perceptions of transaction value. In addition, the effects of perceived transaction value on buyers’ behavioral intentions were mediated by their acquisition value perceptions. The authors suggest directions for further research and implications for managers.