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Kukar-Kinney, Monika; Grewal, Dhruv
Journal of the Academy of Marketing Science, 06/2007, Letnik: 35, Številka: 2Journal Article
The present study investigates consumer responses to price-matching guarantees (PMGs) in the Internet environment and contrasts them with their responses in a traditional bricks-and-mortar retail environment. The effect of store reputation on consumer responses to price-matching policies is also investigated in both Internet and bricks-and-mortar retail settings. Two studies using a 2×2×2 between-subjects full factorial experimental design with two levels of PMG presence (PMG present, PMG absent), two levels of retail environment (Internet, bricks-and-mortar), and two levels of store reputation (no/low reputation, high reputation) were conducted. In study 1 reputation was manipulated using store names, while in study 2 the reputation was manipulated using store characteristics. The findings of two studies suggest that consumer reactions to price-matching guarantees, such as store price perceptions, postpurchase search intentions, and willingness to claim a refund if a lower competitive price is found, differ across the two purchase environments.PUBLICATION ABSTRACT
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Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Vir: Osebne bibliografije
in: SICRIS
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