This paper explores the effects of utilitarian and hedonic benefits perceptions of discount sales promotions on consumer purchase decisions (attitude and behavioral intention). A closed-ended survey, as well as a partial least squares structural equation modeling of consumers sampling who had used discount sales promotions in their recent purchases, was utilized in this study. The findings suggest that utilitarian benefits perceptions derived from price-quality perception and hedonic benefits perceptions derived from smart shopper self-perception of using discount sales promotions positively affect consumer purchase decisions. Both utilitarian and hedonic benefits perceptions of discount sales promotions can henceforth be used to produce the desired effects on purchase decisions. Hence, this paper sheds light on the effects of utilitarian and hedonic benefits perception of discount sales promotions on purchase decisions. Though the findings are limited to discount sales promotions alone and two types of purchase decisions outcomes (attitude and behavioral intentions), this paper identified multiple avenues to extend its findings. This encourages further exploration of such promotion topics, particularly on the various perceptions of discount sales promotions as well as other sales promotion techniques among marketing academics and practitioners.

本文探讨了折扣促销的功利和享乐利益感知对消费者购买决策（态度和行为意图）的影响。本研究使用了一项封闭式调查，以及对最近购买中使用过折扣促销的消费者进行抽样的偏最小二乘结构方程模型。研究结果表明，源自价格质量感知的功利利益感知和源自聪明的购物者使用折扣促销的自我感知的享乐利益感知对消费者的购买决策产生积极影响。从今以后，折扣促销的功利和享乐利益都可以用来对购买决策产生预期的影响。因此，本文阐明了折扣促销的功利和享乐利益感知对购买决策的影响。尽管调查结果仅限于折扣促销和两种类型的购买决策结果（态度和行为意图），但本文确定了多种途径来扩展其调查结果。这鼓励进一步探索此类促销主题，特别是营销学者和从业人员对折扣促销以及其他促销技巧的各种看法。