SciELO - Scientific Electronic Library Online

 
vol.50 número4Aspectos negativos en el modelo de presentación de informes propuesto por el GRI: la opinión de las organizacionesEstructura social y creación de empresas índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados

Revista

Articulo

Indicadores

Links relacionados

Compartir


Revista de Administração (São Paulo)

versión impresa ISSN 0080-2107versión On-line ISSN 1984-6142

Resumen

SANTINI, Fernando de Oliveira; SAMPAIO, Cláudio Hoffmann; PERIN, Marcelo Gattermann  y  VIEIRA, Valter Afonso. An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness. Rev. Adm. (São Paulo) [online]. 2015, vol.50, n.4, pp.416-431. ISSN 1984-6142.  http://dx.doi.org/10.5700/rausp1210.

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.

Palabras clave : marketing; consumer behavior; sales promotion; discount sales promotion; attractiveness of sales promotion.

        · resumen en Español | Portugués     · texto en Inglés     · Inglés ( pdf )