Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 19, Issue 2, Pages 249-258Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2012.01.006
Keywords
Perceived merchandise value; Willingness to pay a higher price; Shopper experience; Store type
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In the retail domain, we consider the moderating influence of shopper experience (high versus low experience) and store type (high- versus low-priced stores) on a model that identifies three distinct routes (economic, affective and informational) from perceived merchandise value to willingness to pay a higher price. Each route accounts for a different outcome arising from merchandise value and leading to willingness to pay a higher price. Analyses of data obtained from a sample of 600 shoppers at four grocery stores provide results for specific hypotheses related to each moderator and each distinct route. The results of multiple sample analyses show that the economic route is stronger for high experience shoppers as well as for high-priced stores. Findings pertaining to hypotheses for moderation of both the affective and informational routes are mixed. We discuss the importance of these findings for retail managers as well as for future research. (C) 2012 Elsevier Ltd. All rights reserved.
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