教師資料查詢 | 類別: 會議論文 | 教師: 吳雅鈴 Wu, Ya-ling (瀏覽個人網頁)

標題:The Effects of Hunger Marketing Strategy and Customer Emotion on Purchase Behavior
學年
學期
發表日期2019/08/15
作品名稱The Effects of Hunger Marketing Strategy and Customer Emotion on Purchase Behavior
作品名稱(其他語言)
著者Wu, Ya-Ling; Lai, S.-T.
作品所屬單位
出版者
會議名稱25th Americas Conference on Information Systems 2019 (AMCIS 2019)
會議地點Cancún, México
摘要Hunger marketing is one of marketing techniques i.e. commodity suppliers intentionally lower yield to control supply-demand relation, create a false front of short supply, and reach the purpose to arouse consumers’ internal desire. The purpose of this study is to explore what kind of the different effects onto consumers’ emotions is likely triggered by diverse presentations of the hunger-marketing product information, then, further to know whether cognitive and affective fits of the mental processes (i.e. cognitive fit theory) can affect consumers’ impulsive buying behaviors. We further investigate, the impact of the product scarcity information clue (including long/short time limit, high/low limited stock, and high-priced/low-priced products) onto consumers’ impulsive buying intention, as well as mental processing of customers’ cognitive and emotional adaption. The author expects, these research findings could provide a perfect marketing strategy for marketing personnel and ad designers to increase sales profit.
關鍵字Hunger Marketing;Positive and Negative Emotions;Frontal Asymmetry;Impulse buying
語言英文(美國)
收錄於
會議性質國際
校內研討會地點
研討會時間20190815~20190817
通訊作者
國別墨西哥
公開徵稿
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出處
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