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The Effect of Tensile Price Claim and Price Discount Disconfirmation on Online Customers’ Perceptions and Purchase Intentions

Lee, Jung Eun
http://rave.ohiolink.edu/etdc/view?acc_num=osu1366295283

Abstract Details

2013, Doctor of Philosophy, Ohio State University, Human Ecology: Family and Consumer Sciences Education.
Research on price promotions suggests that higher discounts often result in more favorable evaluation. Yet price signals more information than just monetary cost, and dramatic price changes impact consumer perceptions of the product and retailer. In particular, due to uncertainties about products for sale online, online customers may be more skeptical about price discounts that are much higher than their expectations. The primary objective of this dissertation was to develop a model of online price discount, which influences customers’ perceptions. Based on the P-Q-V model and assimilation-contrast theory, this study proposed that price discount relative to customers’ expectations (i.e., price discount disconfirmation) would have an influence on consumer perceptions online. Furthermore, building upon anchoring and adjustment theory, this study proposed that tensile price claim would have an effect on customers’ expectations and perceptions towards the price discount online. The proposed model was tested in two studies simulating an online shopping context. Study 1 investigated the effect of price discount disconfirmation (i.e., PDD) on customers’ perceptions (i.e., perceived quality, perceived savings and perceived sacrifice risk) and the effect of perceptions on perceived value. The results showed that PDD had positive influences on perceived savings linearly and perceived sacrifice risk exponentially, while PDD had a negative effect on perceived quality exponentially. In addition, the findings showed that the relationship between PDD and perceived value was mediated by perceived savings linearly, and by the perceived quality and perceived sacrifice risk exponentially. Study 2 examined the effect of tensile price claim (i.e., TPC) on expected price discount (EPD), PDD, perceived savings and purchase intentions. The results showed that the EPD was higher, and PDD and perceived savings were lower for the TPC stating a higher maximum savings than a TPC stating a lower maximum savings. However, the influence of TPC on the purchase intentions was not statistically significant. This study will contribute to the literature on P-Q-V model, assimilation-contrast theory, and anchoring and adjustment theory by providing empirical evidence of theoretical explanations within the context of online shopping. This study will provide a better understanding of customers’ behavior towards the extremely high price discount and exaggerated price promotion, with implications for marketers or advertisers to increase sales revenues.
Leslie Stoel (Advisor)
Kathryn Stafford (Committee Member)
Jay Kandampully (Committee Member)
Robert Scharff (Committee Member)
269 p.
Behavioral Psychology; Behavioral Sciences; Behaviorial Sciences; Marketing
Disconfirmation; Tensile Price Claim; Price Discount; Consumer

Recommended Citations

Citations

  • Lee, J. E. (2013). The Effect of Tensile Price Claim and Price Discount Disconfirmation on Online Customers’ Perceptions and Purchase Intentions [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1366295283

    APA Style (7th edition)

  • Lee, Jung Eun. The Effect of Tensile Price Claim and Price Discount Disconfirmation on Online Customers’ Perceptions and Purchase Intentions. 2013. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1366295283.

    MLA Style (8th edition)

  • Lee, Jung Eun. "The Effect of Tensile Price Claim and Price Discount Disconfirmation on Online Customers’ Perceptions and Purchase Intentions." Doctoral dissertation, Ohio State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=osu1366295283

    Chicago Manual of Style (17th edition)

osu1366295283
544
© 2013, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.