Recognizing the widespread practice of permanent price reduction (PPR) strategies of manufacturer brands in high-tech consumer products industry, this research aims to investigate the appropriate conditions for this practice. The research conceptualized timing and extent of price reduction by addressing consumer pre- and post-purchase perceptions. Two experiments were conducted to study the effect of PPR on consumer pre- and post-purchase perceptions. In the first experiment, the moderation effect of brand credibility and elapsed time since launch (ETSL) on the relationship between magnitude of price reduction (MPR) from launch price and purchase intentions was investigated. The second experiment explored the moderation effect of trust violations and elapsed time since purchase (ETSP) on the relationship between MPR from past purchase price and repurchase intentions. The result of first experiment supports the moderation effect of brand credibility and ETSL and the second experiment confirms the moderation effect of trust violations and ETSP. The paper extends the previous research in two streams that are consumer pre- and post-purchase perceptions towards marketer’s pricing decisions. The research highlights the significance of elapsed time and extent of price reduction in pricing theory. The findings derive implications for manufacturer brands in high-tech consumer products industry in identifying conditions of price reductions in terms of timing and extent of price reduction that would affect short-term sales and long-term brand equity.

认识到制造商品牌在高科技消费品行业普遍采用永久降价 (PPR) 策略，本研究旨在调查这种做法的适当条件。该研究通过解决消费者购买前和购买后的看法，将降价的时间和程度概念化。进行了两个实验来研究 PPR 对消费者购买前和购买后感知的影响。在第一个实验中，研究了品牌可信度和自发布以来经过的时间 (ETSL) 对发布价格降价幅度 (MPR) 与购买意愿之间关系的调节作用。第二个实验探讨了信任违背和购买后经过的时间 (ETSP) 对过去购买价格的 MPR 与回购意愿之间关系的调节作用。第一个实验的结果支持品牌信誉和 ETSL 的调节作用，第二个实验证实了信任违背和 ETSP 的调节作用。本文将之前的研究扩展到两个方面，即消费者购买前和购买后对营销人员定价决策的看法。该研究突出了定价理论中降价时间和幅度的重要性。