THE EFFECT OF MULTI-DIMENSIONS OF PRICE PERCEPTIONS ON PRICE MAVENISM AND SHOPPING HEDONISM

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GHAFFARI ASHTIYANI P.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2015 | Volume:10 | Issue:28 Page(s): 49-71

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Title

THE EFFECT OF MULTI-DIMENSIONS OF PRICE PERCEPTIONS ON PRICE MAVENISM AND SHOPPING HEDONISM

Author(s)

GHAFFARI ASHTIYANI P. | Issue Writer Certificate

Keywords

SHOPPING HEDONISMQ2

PRICE MAVENISMQ2

PRESTIGE SENSITIVITYQ2

PRICE CONSCIOUSNESSQ1

VALUE CONSCIOUSNESSQ2

Abstract

Buyers in Tran often communicate positive and negative purchasing experiences through word- ofmouth (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.

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APA: Copy

GHAFFARI ASHTIYANI, P.. (2015). THE EFFECT OF MULTI-DIMENSIONS OF PRICE PERCEPTIONS ON PRICE MAVENISM AND SHOPPING HEDONISM. JOURNAL OF MARKETING MANAGEMENT, 10(28), 49-71. SID. https://sid.ir/paper/218944/en

Vancouver: Copy

GHAFFARI ASHTIYANI P.. THE EFFECT OF MULTI-DIMENSIONS OF PRICE PERCEPTIONS ON PRICE MAVENISM AND SHOPPING HEDONISM. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2015;10(28):49-71. Available from: https://sid.ir/paper/218944/en

IEEE: Copy

P. GHAFFARI ASHTIYANI, “THE EFFECT OF MULTI-DIMENSIONS OF PRICE PERCEPTIONS ON PRICE MAVENISM AND SHOPPING HEDONISM,” JOURNAL OF MARKETING MANAGEMENT, vol. 10, no. 28, pp. 49–71, 2015, [Online]. Available: https://sid.ir/paper/218944/en

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