The role of enduring involvement in the relationship between reference price and price acceptance in the context of multichannel choice

Gyulavári, Tamás, Kolos, Krisztina and Kenesei, Zsófia (2011) The role of enduring involvement in the relationship between reference price and price acceptance in the context of multichannel choice. In: Marketing Theory Challenges in Emerging Societies. Alexandru Ioan Cuza University of Iasi, Iasi, pp. 114-120. . ISBN 9789736406812

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Abstract

Understanding online price acceptance and its determining factors can be essential if the companies try to manage different type of channels. The paper aimed to reveal the role of enduring involvement in price acceptance in a multichannel (online and offline) context. The study revealed that the hedonic value of shopping can increase the negative intention of price acceptance in the online channel, but also explored that for the segment without shopping motivations a similar price level can be applied both in the online and in the offline environment.

Item Type:

Book Section

Uncontrolled Keywords:

online price acceptance, online channel, multichannel, involvement, reference price

Divisions:

Faculty of Business Administration > Institute of Marketing and Media > Department of Marketing

Subjects:

Marketing
Commerce and tourism
Information economy
Psychology

ID Code:

494

Deposited By:

Ádám Hoffmann