Discount Discrepancy Effect
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http://doi.org/10.17632/6npm2pgxj7.1
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The objective of this paper is to clarify the effect of Discount Discrepancy (DD) on consumer’s Purchase Intention.
Study 1 tested and supported the moderation of justification on the effect of perceived DD on PI. Study 2 tested and supported the moderation of the type of justification on the effect of perceived DD on PI. Study 3 confirmed findings in Study 2 and revealed the more effective type of justification.
本论文旨在阐明折扣差异（Discount Discrepancy，简称DD）对消费者购买意愿的影响。研究一通过实证检验并证实了合理化在感知DD对购买意愿（Purchase Intention，简称PI）影响中的调节作用。研究二则对合理化类型在感知DD对PI影响中的调节作用进行了检验并得到支持。研究三在研究二的基础上进一步验证了相关发现，并揭示了更为有效的合理化类型。
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