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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제15권 제1호
발행연도
2017.1
수록면
71 - 81 (11page)

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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 or low according to traits of retail formats. If they think it’s not fair, they would disapprove of the rightness for the price image, and also express their dissatisfaction with it. Consumers willingly make repeated visits to a store if they are convinced of appropriate price level which is perceived as fair, and if they experienced a satisfaction with overall benefits a particular store offered.
#Retail Formats #Price Fairness #Price Image #Post-purchase Satisfaction #Repatronage Intention.

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참고문헌 (25)

참고문헌 신청
Anderson, E. W. / 1994 / Customer Satisfaction, Market Share, and Profitability / Journal of Marketing 58 (3) : 53 ~ 66 google schola Anderson, Eugene W. / 1993 / The Antecedents and Consequences of Customer Satisfaction for Firms / Marketing Science 12 (Spring) : 125 ~ 143 google schola Anderson, Eugene W. / 1994 / Service Quality: New Directions in Theory and Practice / Sage Publications google schola Andreassen, T. W. / 1999 / Perceived Relative Attractiveness Today and Tomorrow as Predictors of Future Repurchase Intention / Journal of Service Research 2 (2) : 164 ~ 179 google schola Andres-Martinez, M. E. / 2014 / A Model to Evaluate of Price Fairness Perception in Online Hotel Booking / Electronic Commerce Research 14 (2) : 171 ~ 187 google schola

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