Effect of Price Image on Post-purchase Satisfaction and Repatronage Intention : Mediating Role of Price Fairness

• 발행기관: 한국유통과학회
• 저자명: Jae Yeong Kim Sang Hyun Im
• 간행물 정보: 『유통과학연구(JDS)』제15권 제1호, 71~81쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.01.30

영문 초록

Purpose - Consumers heuristically have a specific stereotype on the price level of individual retail format because each format provides them with a different level of purchase satisfaction and emotional benefits. However, if price image which is consumers’ overall impression of the aggregate price level of a retailer does not match with their expectations, its price level would be perceived as unfair. It will eventually lead to dissatisfaction and decreased revisit intention. Focused on department store and discount store, this study was designed to verify whether the price fairness plays a role of mediating effect on two influential relationships between price image and post-purchase satisfaction, and price image and repatronage intention. Research design, data, and methodology - A main survey was conducted to 140 students and 128 effective responses were used for the related analysis. T-test, factor analysis, reliability test, and mediated regression analysis were performed. Six hypotheses were developed to examine the mediating effect of price fairness on the two influential relationships between price image and post-purchase satisfaction, and price image and repatronage intention. It was also examined whether the price image of two different retail format is formed differently or not. Results - People perceived the price images of the two retail formats differently. Overall price level of department store is much higher than that of discount store. Analysis results showed that price image did not solely have a significant influence on post-purchase satisfaction unless price fairness as a mediating variable is added. Price fairness turned out to be having a significant influence on relationship between price image and repatronage intention. It influences on repatronage intention directly and also via price fairness. Conclusions - Post-purchase satisfaction can be achieved only if people perceive the price image as fair no matter how the price level is high o

목차

Abstract

1. Introduction

2. Theoretical Background and Literature Review

3. Research Model and Hypothesis Development

4. Research Methodology

5. Empirical Analysis and Result

6. General Discussion

Reference

키워드

Retail Formats Price Fairness Price Image Post-purchase Satisfaction Repatronage Intention