The Effect of Multi-Dimensions of Price Perceptions on Price Mavenism and Shopping Hedonism

Subject Areas : Jounal of Marketing Management

P. Ghaffari Ashtiyani ¹ (عضو هیات علمی، دانشکده مدیریت، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران)

Received: 2015-10-01 Accepted : 2015-10-01 Published : 2015-09-23

Keywords: Shopping hedonism, Price mavenism, Prestige sensitivity, price consciousness, Value consciousness,

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.