Investigating the Antecedents and Consequences of an Overall Store Price Image in Retail Settings

Abstract

The purpose of this research is to investigate how an overall store price image (OSPI) is formed and subsequently influences repurchase intentions in retail settings. In addition, the moderating role of retail store formats and store images in the proposed model are examined. Six hundred and fifty-nine respondents, who were intercepted in front of discount and department stores, participated in this study. Structural Equation Modeling was used to test the research hypotheses. The results showed that price value, price fairness, and price pleasure images influenced the OSPI and subsequently led to repurchase intentions. The effects of the antecedents on the OSPI were different between discount and department stores. In addition, higher levels of store images were found to strengthen the effect of the OSPI on repurchase intentions.