پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 158 |
| تعداد شماره‌ها | 6,230 |
| تعداد مقالات | 67,757 |
| تعداد مشاهده مقاله | 115,121,794 |
| تعداد دریافت فایل اصل مقاله | 89,889,778 |
Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| مقاله 7، دوره 11، شماره 4، بهمن 2018، صفحه 795-830 اصل مقاله (802.18 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2018.241676.672823 | ||
| نویسندگان | ||
| Somesh Kumar Sinha* ؛ Priyanka Verma | ||
| Maulana Azad National Institute of Technology, Bhopal, India | ||
| چکیده | ||
| Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about the product in the context of the Indian consumer. Moderating impact of gender is also found. Female consumers give more preference to the hedonic benefits of sales promotion while male consumers are more attracted to the utilitarian benefits. | ||
| کلیدواژه‌ها | ||
| Utilitarian Benefit؛ Hedonic Benefit؛ Sales Promotion؛ Consumer Perception؛ gender | ||
| عنوان مقاله [English] | ||
| بررسی نقش معتدل گر جنسیت بر رابطه میان مزایای فعالیتهای پیشبردی فروش و درک مشتری | ||
| نویسندگان [English] | ||
| سومش کومار سینها؛ پریانکا ورما | ||
| موسسه ملی تکنولوژی موآنا آزاد، بوپال، هند | ||
| چکیده [English] | ||
| آیا تاثیر فعالیت های پیشبردی فروش بر درک مصرف کننده در انگاره مصرف کنندگان هندی توسط مزایای فایده باور و لذت جویانه آن ها تعدیل میابد؟ آیا جنسیت بر رابطه میان مزایای فعالیت های پیشبردی فروش و درک مشتری تاثیری معتدل کننده دارد؟ نویسندگان با استفاده از یک مدل سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی (PLS-SEM) این دو پرسش را مورد بررسی قرار دادند. یافته ها حاکی از آنند که مزایای فایده باور و لذت جویانه، رابطه میان فعالیت های پیشبردی فروش و درک مصرف کننده از محصول را در انگاره مصرف کنندگان هندی معتدل میکند. همچنین تاثیر معتدل گر جنسیت نیز یافت میشود. در حالیکه مصرف کنندگان زن ترجیحشان بیشتر به سمت مزایای لذت جویانه فعالیت های پیشبردی فروش است، برای مصرف کنندگان مرد مزایای فایده باور جذابیت بیشتری دارد. | ||
| کلیدواژه‌ها [English] | ||
| مزایای فایده باور, مزایای لذت جویانه, فعالیت های پیشبردی فروش, درک مشتری, جنسیت | ||
| مراجع | ||
|
Akaichi, F., Nayaga, R. M., & Gil, J. M. (2015). Effect of price-discount distribution in multi-unit price promotions on consumers’ willingness to pay, sales value, and retailers’ revenue. Agribusiness, 0(0), 1–19. https://doi.org/10.1002/agr
Alvarez, B. A., & Casielles, R. V. (2005). Consumer evaluations of sales promotion: the effect on brand choice. European Journal of Marketing, 39(1/2), 54–70. https://doi.org/10.1108/03090560510572016
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
Bailey, A. A. (2005). Non-fulfillment of promotional deals: The impact of gender and company reputation on consumers’ perceptions and attitudes. Journal of Retailing and Consumer Services, 12(4), 285–295.
Baron, R. M., & Kenny, D. a. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Barry, H., Bacon, M. K., & Child, I. L. (1957). A Cross-Cultural Survey of Some Sex Differences in Socialization. Journal of Abnormal Psychology, 55(3), 327–332.
Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170. https://doi.org/10.1007/BF00436035
Blattberg, R. C., & Neslin, S. A. (1989). Sales promotion: The long and the short of it. Marketing Letters, 1(1), 81–97. https://doi.org/10.1007/BF00436151
Buil, I., de Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115–122. https://doi.org/10.1016/j.jbusres.2011.07.030
Byrne, B. M. (2013). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Mahwah, NJ: Lawrence Erlbaum Associates.
Carpenter, J. M., & Moore, M. (2008). US consumers’ perceptions of non-price retail promotions. International Journal of Retail & Distribution Management, 36(2), 111–123.
Chandon, P., Wansink, B., & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64(4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071
Chang, S.-J., Witteloostuijn, A. van, & Eden, L. (2010). From the Editors: Common method variance in international business research. Journal of International Business Studies, 41(2), 178–184.
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. In G. A. Marcoulides (Ed.), Modern Method for Business Research. Marwah, New Jersey: Lawrence Erlbaum Associates.
Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the academy of marketing science, 30(3), 184-201.
Darke, P. R., & Chung, C. M. Y. (2005). Effects of pricing and promotion on consumer perceptions: It depends on how you frame it. Journal of Retailing, 81(1), 35–47. https://doi.org/10.1016/j.jretai.2005.01.002
Diamond, W. D., & Campbell, L. (1989). The Framing of Sales Promotions: Effects on Reference Price Change. Advances in Consumer Research, 16(1), 241–247.
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron, OH, US: University of Akron Press.
Feingold, A. (1994). Gender Differences in Personality : A Meta-Analysis. Psychological Bulletin, 116(3), 429–456.
Fischer, E., & Arnold, S. J. (1990). More Than a Labor of Love: Gender Roles and Christmas Gift Shopping. Journal of Consumer Research, 17(3), 333–345.
Fornell, C., & Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.
Foubert, B., & Gijsbrechts, E. (2007). Shopper Response to Bundle Promotions for Packaged Goods. Journal of Marketing Research (JMR), 44(4), 647–662. https://doi.org/10.1509/jmkr.44.4.647
Gamliel, E., & Herstein, R. (2011). To save or to lose: does framing price promotion affect consumers’ purchase intentions? Journal of Consumer Marketing, 28(2), 152–158.
Garson, G. D. (2016). Partial least squares: Regression and structural equation models. Asheboro, NC: Statistical Associates Publishers.
Geisser, S. (1974). A Predictive Approach to the Random Effect Model Author. Biometrika Trust, 61(1), 101–107.
Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: a consumer view. International Journal of Retail & Distribution Management, 30(6), 315–322. https://doi.org/10.1108/09590550210429522
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352. https://doi.org/10.1016/S0022-4359(99)80099-2
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2013). A primer on partial least squares structural equations modeling (PLS-SEM). Thousand Oaks, CA: SAGE Publications.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46, 1–12.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM) :An Emerging Tool for Business Research. European Business Review, 26(2), 106–121.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40, 414–433.
Harris, J., & Blair, E. A. (2012). Consumer processing of bundled prices: when do discounts matter? Journal of Product & Brand Management, 21(3), 205–214. https://doi.org/10.1108/10610421211228829
Hayes, A. F. (2016). The PROCESS macro for SPSS and SAS. URL: http://processmacro.org/index.html
Heeler, R. M., Nguyen, A., & Buff, C. (2007). Bundles = discount? Revisiting complex theories of bundle effects. Journal of Product & Brand Management, 16(7), 492–500. https://doi.org/10.1108/10610420710834940
Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431.
Henseler, J., Ringle, C. M., & Sinkovices, R. R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. In R. S. R. & P. N. Ghauri (Eds.), Advances in International Marketing (Vol. 20, pp. 277–319). Bingley, UK: Emerald Group.
Holbrook, M.B., & Hirschman, E. C. (1982). The experiental aspect of consumption: Consumption fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132–140.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), 195–204.
Ivanova, M. (2012). A Benefit-Based Approach for Increasing the Effectiveness of Promotions. Annals of the Alexandru Ioan Cuza University - Economics, 59(2), 67–82. https://doi.org/10.2478/v10316-012-0032-7
Khare, A. (2012). Moderating effect of age and gender on consumer style inventory in predicting Indian consumers’ local retailer loyalty. The International Review of Retail, Distribution and Consumer Research, 22(2), 223–239.
Kring, A. M., & Gordon, A. H. (1998). Sex differences in emotion: Expression, experience, and physiology. Journal of Personality and Social Psychology, 74(3), 686–703.
Krishna, A., Imran S, C., & Shoemaker, R. W. (1991). Consumer perceptions of promotional activities. Journal of Marketing, 55(2), 4–16. https://doi.org/10.1108/07363760210420540
Kwok, S., & Uncles, M. (2005). Sales promotion effectiveness: the impact of consumer differences at an ethnic-group level. Journal of Product & Brand Management, 14(3), 170–186. https://doi.org/10.1108/10610420510601049
Lee, L., & Tsai, C. I. (2014). How Price Promotions Influence Postpurchase Consumption Experience over Time. Journal of Consumer Research, 40(5), 943–959. https://doi.org/10.1086/673441
Lichtenstein, D. R., Burton, S., & Netemeyer, R. G. (1997). An examination of deal proneness across sales promotion types: A consumer segmentation perspective. Journal of Retailing, 73(2), 283–297. https://doi.org/10.1016/S0022-4359(97)90007-5
Lowe, B. (2010). Consumer perceptions of extra free product promotions and discounts: the moderating role of perceived performance risk. Journal of Product & Brand Management, 19, 496–503. https://doi.org/10.1108/10610421011086919
Lowe, B., & Barnes, B. R. (2012). Consumer perceptions of monetary and non-monetary introductory promotions for new products. Journal of Marketing Management, 28(May), 629–651. https://doi.org/10.1080/0267257X.2011.560889
Manzur, E., Olavarrieta, S., Hidalgo, P., Farías, P., & Uribe, R. (2011). Store brand and national brand promotion attitudes antecedents. Journal of Business Research, 64(3), 286–291. https://doi.org/10.1016/j.jbusres.2009.11.014
Martínez, E., & Montaner, T. (2006). The effect of consumer’s psychographic variables upon deal-proneness. Journal of Retailing and Consumer Services, 13(3), 157–168. https://doi.org/10.1016/j.jretconser.2005.08.001
Mela, C. F., Gupta, S., Lehmann, D. R., Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. Journal Of Marketing Research, 34(2), 248–261. https://doi.org/10.2307/3151862
Mitchell, V., & Walsh, G. (2001). Gender differences in German consumer decision-making styles. Journal of Consumer Behaviour, 3(4), 331–346.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill.
Okazaki, S., Navarro, A., & López-Nicolas, C. (2011). Assessing gender differences in QR code loyalty promotion acceptance. The Service Industries Journal, 33(12), 1–13.
Pacheco, B. G., & Rahman, A. (2014). Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation. International Review of Retail, Distribution and Consumer Research, 25(1), 72–86. https://doi.org/10.1080/09593969.2014.918047
Palazón-Vidal, M., & Delgado-Ballester, E. (2005). Sales promotions effects on consumer- based brand equity. International Journal of Market Research, 47(2), 179–204.
Palazon, M., & Delgado-Ballester, E. (2013). Hedonic or utilitarian premiums: does it matter? European Journal of Marketing, 47(8), 1256–1275. https://doi.org/10.1108/03090561311324318
Prakash, V., & Flores, C. R. (1985). A Study of Psychological Gender Differences: Applications for Advertising Format. Advances in Consumer Research, 12, 231–237.
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717–731.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.
Pride, W. M., & Ferrell, O. C. (2009). Foundations of Marketing (3rd ed.). Boston: Houghton Mifflin Company.
Ramaswamy, V., Srinivasan, S. S., & Srini, S. (1998). Coupon Characteristics and Redemption Intentions: A Segment-Level Analysis. Psychology & Marketing, 15(January 1998), 59–80. https://doi.org/10.1002/(SICI)1520-6793(199801)15:13.0.CO;2-M
Reid, M., Thompson, P., Mavondo, F., & Brunsø, K. (2015). Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions. Journal of Marketing Management, 31(3–4), 247–268. https://doi.org/10.1080/0267257X.2014.939216
Ringle, C. M., Wende, S., & Becker, J. M. (2015). Apply PLS SEM Method in Minutes . With No Headaches !
Rodgers, S., & Harris, M. A. (2003). Gender and E-commerce: An exploratory study. Journal of Advertising Research, 43(3), 322–329.
Sanchez-Fernandez, R., & Iniesta-Bonillo, M. Á. (2006). Consumer Perception of Value : Literature Review and a New Conceptual Framework. Journal Of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19(3), 40–58.
Sarstedt, M., Henseler, J., & Ringle, C. M. (2011). Multigroup Analysis in Partial Least Squares (PLS) Path Modeling: Alternative Methods and Empirical Results. Advances in International Marketing, 22, 195–218.
Schubring, S., Lorscheid, I., Meyer, M., & Ringle, C. M. (2016). The PLS agent: Predictive modeling with PLS-SEM and agent-based simulation. Journal of Business Research, 69(10), 4604-4612.
Shih-Fen S Chen, Monroe, K. B., & Lou, Y.-C. (1998). Prevalence and predictors of neoaortic regurgitation after arterial switch operation for transposition of the great arteries. The Journal Retailing, 74(3), 353–372. https://doi.org/10.1016/S0022
Shimp, T. (2010). Advertising Promotion and Other Aspects of Integrated Marketing Communications (8th ed.). Mason, USA: South-Western Cengage Learning.
Stone, M. (1974). Cross-validatory Choice and Assessment of Statistical Predictions. Journal of the Royal Statistical Society, 36(2), 111–147.
Teunter, L., & Teunter, R. (2004). Profitability of Price Promotions if Stockpiling Increases Consumption. Econometric Institute Report EI2004-10 Abstract.
Tifferet, S., & Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product & Brand Management, 21(3), 176–182.
Victoria, A. C. V. J. (2014). A Study on Role of Sales Promotion in FMCG Products Towards Instant Cooking Food Products ( With Special Reference to Chennai City ). Indian Journal of Applied Research, 4(1), 292–295.
Wakefield, K. L., & Barnes, J. H. (1996). Retailing hedonic consumption: A model of sales promotion of a leisure service. Journal of Retailing, 72(4), 409–427. https://doi.org/10.1016/S0022-4359(96)90021-4
Wold, H. (1974). Causal Flows with Latent Variables: Parting of the ways in light of NIPALS modeling. European Economic Review, 5(1), 67–86.
Yang, B., & Lester, D. (2005). Gender differences in e-commerce. Applied Economics, 37(18), 2077–2089.
Yi, Y., & Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology and Marketing, 28(9), 879–896. https://doi.org/10.1002/mar.20416
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446. | ||
|
آمار تعداد مشاهده مقاله: 1,169 تعداد دریافت فایل اصل مقاله: 1,903 |
||