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：
10.2307/1252160
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发表时间：
1998-04-01
影响因子：
12.9
通讯作者：
Krishnan, R
中科院分区：
文献类型：
--
作者：
Grewal, D;Monroe, KB;Krishnan, R
作者扩展和整合价格比较广告的背景下，以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方的内部参考价格，质量的看法，收购价值，交易价值，购买和搜索意图的影响。两个实验研究测试的概念模型。这两项研究的结果，无论是单独的还是结合的，都支持了这一假设，即购买者的内部参考价格受到广告销售价格和参考价格以及购买者对产品质量的感知的影响。作者还发现，广告销售价格对购买者购买价值的影响是由他们对交易价值的感知介导的。感知交易价值对购买者购买行为意向的影响是通过购买价值感知来中介的。作者提出了进一步研究的方向和对管理者的影响。
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.