Shopping in discount stores: The role of price-related attributions,emotions and value perception |
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| Institution: | 1. Department of Marketing, Bryant University, 1150 Douglas Pike, Smithfield, RI 02067, United States;2. School of Business, Ulsan National Institute of Science & Technology, UNIST-gil 50, Ulsan 689-798, Republic of Korea;3. Department of Business Administration, Korea University Sejong Campus, 2511 Sejong-ro, Sejong 339-700, Republic of Korea;4. Department of Advertising and Public Relations, University of Texas, 300 West Dean Keeton, A1200, BMC 4.338, Austin, TX 78712, United States;5. Department of Business Administration, Myongji University, 34 Geobukgol-ro, Seodaemun-gu, Seoul 120-728, Republic of Korea |
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| Abstract: | This paper analyzes the impact of price-related attributions, emotions and value perception on the intention to shop at grocery discounters in an integrated framework. Moderating effects of price consciousness are also analyzed. The results show that the proposed model explains almost three quarters of intentions to shop in discount stores. Value perception has the strongest total effect, which is partly mediated by enjoyment, shame and guilt. Attributions influence the shopping intention indirectly via value perception and emotions. The inferior quality attribution has the strongest total effect, followed by the efficiency of the business model attribution. The unfairness to stakeholders and the tricks in price communication attribution mostly influence the shopping intention for less price-conscious customers. |
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| Keywords: | Attribution Discount stores Emotion Price image Retailing |
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