Price image and the sugrophobia effect on luxury retail purchase intention
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 inten...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2020
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| Online Access: | http://psasir.upm.edu.my/id/eprint/87294/1/Price%20image%20and%20the%20sugrophobia.pdf |
| _version_ | 1796981832221196288 |
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| author | Cheah, Jun Hwa Waller, David Thaichon, Park Ting, Hiram Lim, Xin Jean |
| author_facet | Cheah, Jun Hwa Waller, David Thaichon, Park Ting, Hiram Lim, Xin Jean |
| author_sort | Cheah, Jun Hwa |
| collection | UPM |
| description | 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. |
| first_indexed | 2024-03-06T10:43:25Z |
| format | Article |
| id | upm.eprints-87294 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T10:43:25Z |
| publishDate | 2020 |
| publisher | Elsevier |
| record_format | dspace |
| spelling | upm.eprints-872942022-02-03T08:57:11Z http://psasir.upm.edu.my/id/eprint/87294/ Price image and the sugrophobia effect on luxury retail purchase intention Cheah, Jun Hwa Waller, David Thaichon, Park Ting, Hiram Lim, Xin Jean 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. Elsevier 2020-06-20 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/87294/1/Price%20image%20and%20the%20sugrophobia.pdf Cheah, Jun Hwa and Waller, David and Thaichon, Park and Ting, Hiram and Lim, Xin Jean (2020) Price image and the sugrophobia effect on luxury retail purchase intention. Journal of Retailing and Consumer Services, 57. art. no. 102188. pp. 1-12. ISSN 0969-6989; ESSN: 1873-1384 https://www.sciencedirect.com/science/article/abs/pii/S0969698920303222 10.1016/j.jretconser.2020.102188 |
| spellingShingle | Cheah, Jun Hwa Waller, David Thaichon, Park Ting, Hiram Lim, Xin Jean Price image and the sugrophobia effect on luxury retail purchase intention |
| title | Price image and the sugrophobia effect on luxury retail purchase intention |
| title_full | Price image and the sugrophobia effect on luxury retail purchase intention |
| title_fullStr | Price image and the sugrophobia effect on luxury retail purchase intention |
| title_full_unstemmed | Price image and the sugrophobia effect on luxury retail purchase intention |
| title_short | Price image and the sugrophobia effect on luxury retail purchase intention |
| title_sort | price image and the sugrophobia effect on luxury retail purchase intention |
| url | http://psasir.upm.edu.my/id/eprint/87294/1/Price%20image%20and%20the%20sugrophobia.pdf |
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