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Price image and the sugrophobia effect on luxury retail purchase intention
Affiliation:1. The Max P. Watson, Jr. Endowed Professor of Business, Department of Marketing & Analysis, Louisiana Tech University, P. O. Box 10318, Ruston, LA 71272, United States;2. Neoma Business School, Campus Reims, France;3. Department of Marketing and Management, University of Texas at Tyler, Texas 75799, United States;1. DRM, UMR CNRS 7088, Paris-Dauphine University, Place du Maréchal de Lattre de Tassigny, 75775 Paris Cedex 16, France;2. ISC Paris Business School, 22, boulevard du Fort de Vaux, 75017 Paris, France;3. IAE & CERAG, UMR CNRS 5820, Grenoble Alpes University, BP 47, 38040 Grenoble Cedex 9, France
Abstract:Consumer shopping behavior in luxury retail stores continues to be a subject of interest among marketing researchers. Such a phenomenon has led us to explore how price image and sugrophobia, a psychological feeling of being taken advantage of, would influence consumers' future behavioural intention in the context of luxury retail store. Informed by a survey of 400 consumers, this study adopts the Stimulus-Organism-Response (S–O-R) model to examine how price image triggers consumer perceptions (i.e., perceived value, trust and attitude) and results in behavioral intention. Sugrophobia is included in the S–O-R model to assess its moderating effect. Data analysis using SEM-PLS demonstrates that a retailer's price image has a positive effect on consumers' perceived value, trust, attitude, and future behavioral intention. Sugrophobia, in turn, is found to weaken the relationship between price image and consumer perceptions. The study thus highlights the relevance of sugrophobia among risk-averse consumers and the necessity to manage sugrophobic consumers effectively in the context of a luxury retail store. Implications of the study are discussed.
Keywords:Price image  S–O-R model  Sugrophobia  Behavioral intention  Luxury retail
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