دانلود رایگان مقاله اثر فرهنگ چهارچوب بندی تبلیغات

ABSTRACT

Although extensive studies have focused on the impact of different types of sales promotions on consumers’ responses, few studies examined the effects of online sales promotional framing on consumers’ responses from cross-cultural perspective. Therefore, this study explored how cross-cultural differences moderated the effects of buy one get one free and buy two get fifty percent off promotion on consumer responses across China (lower uncertainty avoidance) and Pakistan (higher uncertainty avoidance). Based on the promotional framing effect theory, an empirical investigation across these two countries revealed that people with higher uncertainty avoidance (vs. lower uncertainty avoidance) prefer buy one get one free to buy two get fifty percent off promotion. Buy one get one free will lead to higher consumer perceived quality and purchase intention than buy two get fifty percent off promotion in both Pakistan and China, while the impact of buy one get one free and buy two get fifty percent off on perceived risk, perceived quality, perceived value and purchase intention are significantly larger in Pakistan than in China. In addition, the study verified the negative perceived risk-perceived value link, positive perceived quality-perceived value link and positive perceived value-purchase intention link from cross-cultural investigated data. The study provides new insights into the effects of online sales promotions on consumers’ responses considering cultural differences. Our findings have implications for multinational corporate managers to design appropriate online sales promotions strategies.

6. Discussion

6.1. Theoretical implications Following the downstream of prior research, we sought to explore whether consumers with different cultural backgrounds will have different responses to online sales promotional framing. In our empirical study, we collected data from China and Pakistan to investigate the moderating effects of culture on consumers’ responses (perceived risk, perceived quality, perceived value and purchase intention) under online environment. Our empirical study verified the moderating effects and indicated that the difference of perceived risk, perceived quality, perceived value and purchase intention from buy one get one free and buy two get fifty percent off will be significantly larger in Pakistan than in China (H1, H2, H6 and H7). Meanwhile, our study examined the relationships in perceived risk-perceived value, perceived quality-perceived value and perceived value-purchase intention links. Results verified the negative perceived risk-perceived value link (H3) and positive perceived quality-perceived value link (H4) and positive perceived value-purchase intention link (H5) both in Pakistan and China.