The present study develops and tests a conceptual model of consumer response to different types of price-matching characteristics (i.e., refund depth, length, and scope) across consumer segments with ...varying levels of price consciousness. A computer shopping simulation results show that a deep refund is interpreted as a signal of low prices by nonprice conscious consumers. However, price conscious consumers are found to associate deep refunds with increased prices, an unintended outcome for the retailer. The effects of price-matching characteristics on search and purchase behavior were also found to vary across more and less price conscious consumer segments.
Using a simulated shopping environment, the present research examines the effects of two characteristics of price-matching policies, the refund depth and the scope of the policy, on consumer store ...loyalty. The findings suggest that consumer responses differ with regards to the refund depth and scope. The refund scope positively affected store loyalty, with effects being the strongest for price conscious and skeptical consumers, while the refund depth exerted no influence on consumer behavior. The effects of refund depth were further explored using a scenario-based manipulation, but no depth effects on store loyalty were found. To stimulate store loyalty, retailers are advised to offer price-matching policies with wide scopes. Due to the lack of effects on store loyalty, the retailers should keep the refund depth restricted to matching the lower competitive price, as this would allow them to minimize the retail cost of offering the policy without negatively affecting store loyalty.
Predicting consumer digital piracy behavior Vida, Irena; Kos Koklič, Mateja; Kukar‐Kinney, Monika ...
Journal of research in interactive marketing,
01/2012, Letnik:
6, Številka:
4
Journal Article
Recenzirano
Purpose
The purpose of this paper is to investigate consumer perceptions of personal risk and benefits of digital piracy behavior as determinants of one's justification for such behavior and the ...consequent future piracy intention. Temporal effects of rationalization in shaping future piracy intent are also addressed.
Design/methodology/approach
A conceptual model was developed using counterfeiting and piracy literature. Data were gathered via mail and online survey of adults in five European Union countries. The model was tested on pooled sample using confirmatory factor analysis and structural equation modeling.
Findings
Rationalization mediates the relationship between perceived benefits and piracy intention, but not between perceived risk and intention. Both perceived risk and benefits affect piracy intent, with risk reducing it and benefits increasing it. Rationalization of past behavior increases future digital piracy intent.
Research limitations/implications
Risk measure was limited to technical problems, thus future studies should examine a wider scope of risk dimensions. The cross‐sectional design of the study also creates some limitations. A longitudinal methodology could provide a better insight into sequencing of rationalization.
Social implications
Marketing communications should increase public awareness of risks and reduce perceived piracy benefits to reduce future piracy intent. Public persuasion activities should counter the arguments consumers use to rationalize their piracy behavior.
Originality/value
This research fills in a void in knowledge on how expected consequences drive rationalization techniques, particularly with respect to future piracy intent. A realistic data set drawn from adult population in five countries is used, enhancing external validity.
This research proposes and empirically tests a theoretical model of consumers' response to online daily deal promotions. A unique feature of such promotions is their social influence, as they provide ...information about how many others have already purchased the offer. Integrating cue utilization and social influence theories, the model outlines how the social cue about the number of deals purchased by others influences consumers' deal evaluations and purchase intentions across a variety of conditions. The research findings indicate that the number of deals as an extrinsic cue affects consumers' deal evaluations and intentions only when intrinsic product and deal cues (good vs. service, discount size) and consumer personal characteristics (familiarity with the provider) are not present or are insufficient to infer deal attractiveness. The research offers managerial implications with respect to effectively designing and promoting online daily deals.
•We study consumer response to number of deals purchased in daily deal promotions.•Number of deals purchased influences individual and social deal evaluations.•Number of deals serves as an extrinsic cue.•It influences consumer response when other cues are not available or sufficient.•We offer implications with respect to designing and promoting daily deals.
The study investigates the effect of two characteristics of price-matching guarantees—the depth of refund offer and the scope of competitors eligible for price matching—on consumer perceptions of ...price-matching guarantee believability and value and consumer intentions to patronize the retailer. The results show that large refund offers built consumer patronage intentions by enhancing perceptions of the value of the price-matching guarantee, while simultaneously exerting a negative impact on patronage by reducing believability of the price-matching promise. The competitive scope also affected the patronage intentions by influencing the perceived value of the price-matching policy.
Purpose
Although much research focuses on the compulsive buying behavior theory, little attention has been paid to evaluation and diagnosis of compulsive buying in Eastern Europe. This is surprising, ...given an increasing prevalence of consumerism in many transitioning economies. Young consumers are particularly vulnerable to this phenomenon. The purpose of this study is to adapt the Richmond Compulsive Buying Scale to the Eastern European, specifically Polish cultural and language environment, and to validate it within a group of young Polish consumers, as well to assess the compulsive buying prevalence and the relationship between the compulsive buying and its precursors.
Design/methodology/approach
The Richmond Compulsive Buying Scale was selected for adaptation to the Polish context as it represents one of the best methodological and substantive compulsive buying measures in literature. The research is composed of two studies. Study 1 uses an in-person survey of young consumers (N = 504). A wide range of statistical procedures and latent variable modeling was used in the analysis. Study 2 (N = 756) uses an online survey to evaluate the correlation and relationship between the compulsive buying measure and its precursors, including consumers’ traits and states, by implementing a multiple indicators and multiple causes model.
Findings
The results of the two studies confirm that the adapted scale represents a valid and reliable measure of compulsive buying tendency in Poland, with the identified incidence rate of compulsive buying among Polish young consumers ranging from 11% in Study 1 to 11.6% in Study 2. In comparison with the results of other studies using the same measure, the current research findings reveal a similarity with the compulsive buying prevalence in China (10.4%; He et al., 2018), Brazil (9.8%; Leite et al., 2013) and slightly exceed the level found in western societies (e.g. 8.9% in the USA; Ridgway et al., 2008). The results of Study 2 indicate that compulsive buying in Poland is induced by low self-esteem and high levels of materialism, depression, anxiety, stress and negative feelings.
Research limitations/implications
The present research offers a methodological and substantive contribution by adapting and testing the original version of the Richmond Compulsive Buying Scale within an Eastern European transitional market; specifically Poland. In addition, the study offers an empirical contribution to the international research on compulsive behavior, including its precursors, as seen in young consumers.
Practical implications
This research offers important public policy implications and highlights ethical implications for business organizations. In particular, the findings of this study offer suggestions for enhancing policies and processes of programing appropriate social and educational campaigns that can save young consumers from the negative consequences of compulsive buying.
Originality/value
The transitional status of the Polish economy and other Eastern European countries has given rise to compulsive buying behavior, especially among young consumers. This emerging consumer behavior trend in Eastern Europe is still underexplored and underreported; hence, there exists a strong need for exploring and measuring such behavior across different Eastern European markets.
Purpose - The paper proposes investigating the timing of consumer requests for price-matching refunds, the relationship between the refund timing and consumer repeat store purchase and the reasons ...for buying from the price-matching store when a lower competitive price is found before purchase.Design methodology approach - In Study 1, qualitative research (consumer interviews) was conducted; Study 2 uses a shopping simulation in which the timing of consumer refund-seeking behavior is observed, and Study 3 involves a consumer survey in which information on consumer refund-seeking behavior at real stores is gathered.Findings - The paper finds that consumers request price-matching refunds more frequently at the time of purchase than after the purchase. Seeking (and receiving) the price-matching refund is associated with higher repeat store purchase behavior than not having had a refund-seeking experience. Key reasons for buying from the price-matching retailer when a lower competitive price is found before purchase include convenience, tangible extras, and store reputation service quality.Research limitations implications - A student convenience sample was used. In Study 2, fictitious stores were used. In Study 3, the timing of refund seeking may have been different on other (not reported) occasions. Ability to seek the refund was not accounted for.Practical implications - The majority of the retailer's price-matching cost will come from issuing at-the-time-of-purchase refunds, when consumers possess more bargaining power. A positive refund-seeking experience may create a more loyal customer. In addition to being a low-price signal, price-matching policies can serve as signs of retailers' customer orientation.Originality value - This research fills the gap in understanding the consumer price-match refund-seeking behavior and offers practical implications for retailers employing price-matching guarantees.
This research establishes the validity and reliability of the Richmond Compulsive Buying Scale in the Chinese consumer market. Using two different Chinese samples, the scale is able to identify ...compulsive buyers in China. The prevalence of compulsive buyers in China is found to be 10.4% in a student sample and 29.1% in a general population. In addition to identifying compulsive buyers, six compulsive buyers' motivations to buy online are identified: immediate positive feelings, avoiding social interaction, buying anytime/anywhere, daydreaming, observed buying, and emotional response to receiving online purchases. The Chinese concept of face consciousness (mianzi) can be used to explain the high prevalence of compulsive buying among online buyers in China.
•The Chinese RCBS version is a valid and reliable measure of compulsive buying (CB).•Chinese buyers scoring 29 or above on the RCBS can be classified as compulsive.•Prevalence of CB in China is 10.4% (student sample) and 29.1% (general population).•The high prevalence of CB in China may be associated with face consciousness.•New online CB drivers in China include observed buying, daydreaming, and emotion.
Preferential treatment is a prevalent relationship marketing practice of companies treating some customers better than others. Using two studies, the authors explore the practice of preferential ...treatment and show that preferential treatment influences both consumers who receive it and those who do not. Two underlying mechanisms for this effect are identified. When treated unfavorably, fairness concerns arise, negatively affecting consumers' subsequent behavioral response toward the firm. On the other hand, when treated favorably, consumers experience feelings of gratitude, which positively influence their purchase behaviors and word-of-mouth. However, a presence of others who do not get the same treatment leads to feeling of embarrassment, consequently reducing fairness perceptions. As a result, receiving preferential treatment does not always lead to positive attitudinal and behavioral consequences. Overall, fairness and gratitude represent two mechanisms underlying the effect of preferential treatment on consumer subsequent behaviors and each has its distinct antecedents.
Using a survey of 382 passengers, this research examines customer satisfaction and its antecedents and consequences in the context of the airline industry. The relationships among airline tangibles, ...quality of personnel, satisfaction with the airline, the intention to repurchase and intention to recommend the airline are examined. The findings indicate that tangibles and personnel quality positively affect satisfaction, and satisfaction positively influences intentions to both repurchase and recommend. The key contribution is to test the moderating effect of the airline type: a low-cost vs. a full-service carrier. The results reveal a significant moderating effect of airline type on two relationships: personnel quality – satisfaction and satisfaction – repurchase intention. Specifically, the positive effect of quality of personnel on satisfaction is weaker for the low-cost versus full-service airline, while the positive effect of satisfaction on repurchase intent is stronger for the low-cost airline. The study also discusses implications for airline carriers.
