The Impact of Odd Pricing Strategy on Purchase Probability : Evidence from Yahoo Cameras
| Autor: | Po-Hsien Chen, 陳柏憲 |
|---|---|
| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Until now, odd pricing strategies have been used by retailers albeit rarely, as opposed to other topics, people discuss the effect of odd pricing on product sales. Nowadays, the research on the odd pricing is based on the European and American markets In Taiwan, there are few literature discussing the effect of distortion pricing on commodity sales. In this study, we found that when consumers purchase the camera on the Internet, the important factors include (1) product characteristics (such as camera brand, camera source, camera warranty period), (2) seller characteristics (such as seller evaluation, (3) other variables (such as odd pricing strategies, product prices, etc.), this study for these factors, according to different research topics for empirical analysis, can get the following conclusions: (1) Odd strategy for the parallel, low brand awareness, low-cost cameras have a positive effect. (2) Odd pricing strategy for the company goods, high brand awareness, high-priced camera has a significant negative effect. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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