What drives customersâ€™ post-purchase price search intention in the context of online price matching guarantees
Timmy H. Tseng,
Yi-Wen Liao and
Journal of Retailing and Consumer Services, 2020, vol. 54, issue C
Using a research model based on customer value theory, this study investigates the determinants of customer post-purchase price comparison searches in the context of online price-matching guarantees (PMG). Data collected from 222 eligible respondents are tested against the proposed research model using partial least squares structural equation modeling (PLS-SEM). The results indicate two PMG characteristics, refund length and refund scope, influence utilitarian benefit (i.e., refund depth) and hedonic benefit (i.e., playfulness). These two benefits subsequently contribute to customer perceived value, which leads to price search intentions. This study pioneers the exploration of online PMGs and the determinants of customer post-purchase price search intentions. Several important theoretical and practical implications can be drawn from the findings to guide online retailersâ€™ PMG strategies.
Keywords: Online price-matching guarantee (PMG) strategy; Post-purchase price search; Customer value theory; Refund length; Refund scope; Refund depth (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919305740
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