Department of Management

Shopping in discount stores: The role of price-related attributions, emotions and value perception

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This paper analyzes the impact of price-related attributions, emotions and value perception on the intention to shop at grocery discounters in an integrated framework. Moderating effects of price consciousness are also analyzed. The results show that the proposed model explains almost three quarters of intentions to shop in discount stores. Value perception has the strongest total effect, which is partly mediated by enjoyment, shame and guilt. Attributions influence the shopping intention indirectly via value perception and emotions. The inferior quality attribution has the strongest total effect, followed by the efficiency of the business model attribution. The unfairness to stakeholders and the tricks in price communication attribution mostly influence the shopping intention for less price-conscious customers.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Pages (from-to)327-338
Number of pages12
Publication statusPublished - May 2014

Bibliographical note

Available online 25 May 2013/bs

    Research areas

  • Attribution, Discount stores, Emotion, Price image, Retailing

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