2019年6月12日“商學大講堂“系列學術講座（132）--馬振峰：The Effect of Price Discount and Quantity Restrictions on Consumption Enjoyment and Purchase Decision

講座題目：The Effect of Price Discount and Quantity Restrictions on Consumption Enjoyment and Purchase Decision

主講嘉賓：馬振峰

講座時間：2019年6月12日（星期三）18:30---20:30

講座地點：商學院116東方廳

歡迎感興趣的老師和同學參加！

商學院

2019年6月10日

主講嘉賓簡介

馬振峰博士，加拿大Wilfrid Laurier大學Lazaridis工商管理學院市場營銷副教授（終身教職）。自2008年在麥基爾大學獲得管理學博士學位以來，一直在加拿大從事市場營銷方面的教學和研究工作。

馬博士的學術研究的方向包括消費行為，新産品營銷，數字營銷，和食品營銷。他在這些領域的研究成果已發表在世界知名營銷期刊如Journal of Marketing, Journal of Marketing Research，Journal of Advertising Research等。最近馬老師獲得了加拿大國家社會科學與人文科學研究基金的贊助，着手研究社交媒體對新産品擴散的影響。馬博士同時兼任Wilfrid Laurie大學Aidan Tracey學者，負責引領社交媒體營銷和數字營銷的教育與研究。

講座主要内容

Retailers sometimes combine price promotion with quantity restrictions. In this research we recognize two types of quantity restriction, namely quantity flooring (setting a minimum amount of purchase, “10% off when you buy 3”) and quantity ceiling (setting a maximum amount of purchase, “limit to 2 per customer”). Through three experimental studies, we show that quantity ceiling evokes higher consumption enjoyment and purchase intention than quantity flooring. Experiment 1 features an online study and shows that quantity ceiling induced the highest purchase intention and perceived value compared to quantity flooring and the regular price condition. Experiments 2 showed that quantity ceiling, when combined with price discount, resulted in higher consumption pleasure. Experiment 3 replicated the main findings in Experiments 1 and 2, and showed that the effect of price discount and quantity restriction on consumption enjoyment was mediated by trust in the vendor.