| Based on the theories of the Value Function, the Framing Effect and the Mental accounting and realistic problems in marketing management, this paper used 2 experiments to completed the comparative study about promotion effect of two different describing ways of price discount, i.e. an additional discount with a pre-existing discount and a one-time discount and completed the empirical study about the effect of two kinds of discount description methods on perceived value and purchase intention. At the same time, this paper confirmed the discount frequency and discount range is their two boundary condition and completed the empirical research on interaction effect of the description method and discount frequency interaction and the empirical research on interaction effect of discount description method and the discount range on consumer perceived value and purchase intention. On this basis of it, the empirical research the interaction effect of discount range, discount frequency and discount description form on perceived value and purchase intention was completed.The results showed us:under normal circumstances, an additional discount with a pre-existing discount can make consumers get more perceived value and purchase intention than one-time discount description form, but the discount range and discount frequency both mediated the discount description form on perceived value and purchase intention. Specifically, when the described discount range is lower than 15%, such as 10 percent off and 10 percent off, compared to the same promotion value of a one-time discount description, an additional discount with a pre-existing discount will reduce consumers’ perceived value and purchase intention; and when the described discount range is higher than 15%, such as 30 percent off and 30 percent off, compared to the same promotion value of a one-time discount description, an additional discount with a pre-existing discount will increase consumers’ perceived value and purchase intention. In addition, when the discount frequency is high, compared to an additional discount with a pre-existing discount, a one-time discount description can produce more perceived acquisition value and perceived transaction value and purchase intention. On the contrary, when the discount frequency is low, compared to a one-time discount description, an additional discount with a pre-existing discount have more perceived acquisition value and perceived transaction value and purchase intention. On this basis, the relevant study results about the effect of discount range, discount frequency, discount description form on perceived value and purchase intention was confirmed that further filled the blank of the relevant study about discount description form and theory promotion strategy basing value function theory, also put forward the suggestion on gain curve of the value function to provide help for the future research, so this paper had the important theory significance. At the same time, the research is put forward based on practical marketing strategy problems, so the conclusion of the study has an important guiding role for the pricing strategy of the promotion management and provide the help for the formulation of enterprise promotion decisions and long-term development plan. |
