ABSTRACT
According to framing eects, the same information with dierent presentation could make consumers produce dierent understanding (Kühberger, 1995). Based on that, Kim and Kramer (2006) studied the eect of the novel (pay 80%) versus common (get 20% o) discount presentation to consumers in U.S, demonstrating that the novel promotion resulted in higher perceived saving and higher purchase intention than the common promotion. Meanwhile, Kramer and Kim (2007) also compared fluent promotion (gain-frame coupons) and novel promotion (loss-frame coupons) in U.S, dierently, showing that the fluent promotion was better than novel promotion on deal perceptions. According to those literatures, many scholars focus on the eect of promotion framing on consumers’ perceptions and purchase intention, while the conclusions are not coincident. Therefore, it is worth further to explore relevant studies. “Fifty percent o” promotion is very commonly used in China, and “one Yuan worth two Yuan” promotion is novel in China. However, little research studied the eect of them on consumers’ responses in China. From the literature review, we also find that many studies pay attention to the consumer responses of perceived value and purchase intention (e.g. Kim and Kramer, 2006; Kramer and Kim, 2007), little research focuses on consumer perceived quality and brand loyalty in a sales promotion context. Therefore, this study will examine the impact of the common promotion (50% o) versus novel promotion (one Yuan worth two Yuan) on consumers’ responses, including perceived quality, perceived value and
purchase intention and brand loyalty in China, to fill these research gaps with considering the boundary eect of product involvement.
