Purpose

This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the moderation of justification in the relation between consumers’ perceived DD and PI.

Design/methodology/approach

The authors conducted three experimental studies with a 2 × 2 factorial design, focusing on consumers’ processing of price discounts. Participants were informed that this study aimed to gather opinions on fashion, clothing and retail sales promotions. They accessed the questionnaire via Qualtrics. Each participant took part in only one study. The experimental conditions were manipulated through scenarios.

Findings

Study 1 tested and supported the moderation of justification on the effect of DD on PI. Study 2 tested and supported the moderation of the type of justification for the effect of DD on PI. Study 3 confirmed the findings in Study 2 and revealed the more effective type of justification.

Research limitations/implications

The authors focused on a typically hedonic product category (fashion clothing). Further research should include a wider variety of goods and services, which could lead to different explanations or generalizations.

Practical implications

Sales promotions must refrain from generating DD between the initial price discount and the subsequent smaller discounts. Practitioners must evaluate the gains of an initial, more considerable percentage discount to attract consumers to the store and sell them other products versus the cost of losing sales because of DD. Management should recognize the importance of giving the correct justification for perceived DD, aligning the firm’s justification with the consumer’s motivation to buy the product.

Social implications

The authors offer subsidies for effective consumer protection policies.

Originality/value

By studying the influence of justification on the effect of DD on PI, the authors propose a mechanism that would reduce the negative effect of DD on consumers’ PI.

中文翻译：

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折扣差异对购买意愿的影响：理由的调节

目的

本文旨在阐明折扣差异（DD）对消费者购买意愿（PI）的影响。作者提出、测试并提供了关于消费者感知的 DD 和 PI 之间关系的合理性调节的证据和解释。

设计/方法论/途径

作者采用 2 × 2 因子设计进行了三项实验研究，重点关注消费者对价格折扣的处理。参与者被告知，这项研究旨在收集有关时尚、服装和零售促销的意见。他们通过 Qualtrics 访问了调查问卷。每个参与者只参加一项研究。实验条件是通过场景来操纵的。

发现

研究 1 测试并支持了 DD 对 PI 影响的合理性调节。研究 2 测试并支持了 DD 对 PI 影响的合理性类型的调节。研究 3 证实了研究 2 的发现，并揭示了更有效的论证类型。

研究局限性/影响

作者重点关注典型的享乐产品类别（时装）。进一步的研究应该包括更广泛的商品和服务，这可能会导致不同的解释或概括。

实际影响

促销活动必须避免在初始价格折扣和随后的较小折扣之间产生 DD。从业者必须评估初始的、更大百分比的折扣以吸引消费者到商店并向他们出售其他产品所带来的收益与由于 DD 造成的销售损失的成本。管理层应该认识到为感知的DD提供正确理由的重要性，使公司的理由与消费者购买产品的动机保持一致。

社会影响

作者为有效的消费者保护政策提供补贴。

原创性/价值

通过研究正当性对 DD 对 PI 影响的影响，作者提出了一种减少 DD 对消费者 PI 负面影响的机制。