The study of effect price of consumers and its dimensions on enjoyable shopping

Subject Areas : Jounal of Marketing Management

پیمان غفاری آشتیانی ¹ (اراک-دانشگاه آزاد اسلامی اراک-دانشکده مدیریت-گروه کارشناسی ارشد مدیریت بازرگانی)

Received: 2014-09-09 Accepted : 2015-03-09 Published : 2018-10-23

Keywords: Sensitivity to the value, Sensitivity to image, Sensitivity to price, Joy of Shopping, Identify price, Expertise Price,

Abstract :

Buyers in Tran often communicate positive and negative purchasing experiences through word- of- mouth (WOM), which creates special problems and opportunities for marketers. Price mavenism, which is associated with price- information searching and price- sharing behavior, is often considered a negative dimension of price. The purpose of this paper, however, is to propose price mavenism as an outcome variable arising from both positive perceptions of price (prestige sensitivity) and negative perceptions (price and value consciousness) and examine that the price mavenism will positively impact on the shopping hedonism among the Iranians. Data were collected through a questionnaire of Islamic Azad university students of Arak. The conceptual model was tested using structural equation modeling. This study found that prestige sensitivity, Price consciousness and value consciousness shaped price mavenism among the Iranians, supporting the idea that price mavenism arises from both positive and negative perceptions of price. While value consciousness was positively associated with shopping hedonism, price consciousness per se was not.