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Shopping in discount stores: The role of price-related attributions, emotions and value perception

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  • Zielke, Stephan

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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  • Zielke, Stephan, 2014. "Shopping in discount stores: The role of price-related attributions, emotions and value perception," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 327-338.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:3:p:327-338
    DOI: 10.1016/j.jretconser.2013.04.008
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    3. Nikola Perovic, 2014. "Psychological Pricing in Modern Retailing: The Case of Wine Sector in Hard-Discounter Chains of Russia," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 4(1), pages 83-95.
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    6. Gunnarsson, Jonas, 2015. "Retailer Price Image - An Introduction and Literature Review," SSE Working Paper Series in Business Administration 2015:2, Stockholm School of Economics.
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