Imagem de Loja, Nível de Preço e Justiça de Preço como Determinantes para Intenção de Recompra
DOI:
https://doi.org/10.21527/2237-6453.2023.59.14230Keywords:
imagem de loja, nível de preço, justiça de preço, intenção de recompraAbstract
The intention to repurchase is of great importance in the academic and business context and, for this reason, several researchers point out that there are gaps to deepen the knowledge about its antecedent constructs. Understanding the phenomenon that leads the consumer to have the intention of repurchasing a certain product and/or service is a key aspect for the success of companies. Therefore, the objective of the study was to analyze the impact of store image, price level and price fairness on repurchase intention in a supermarket located in Serra Gaúcha. The methodology used was a descriptive quantitative research. Thus, based on a survey of 223 consumers, it was identified that all proposed hypotheses were confirmed, showing a significant relationship with antecedents of repurchase intention. Thus, the results of the present study make it possible to reflect on some relevant contributions of the theoretical model tested in relation to repurchase intention.
References
ALVES, C. A. Confiança e comprometimento e sua relação com o desempenho e a intenção de re-compra do varejista dentro do canal de marketing. Revista Ciências Administrativas, v. 22, n. 1, 2016.
ASSAEL, H. Consumer behavior and marketing action. 4. ed. Boston: PWS – Kent Publishing, 1992.
BABIN, B. J.; CHEBAT, J. C.; MICHON, R. Perceived appropriateness and its effect on quality, affect and behavior. Journal of Retailing and Consumer Services, n. 11, p. 287-298, 2004.
BABIN, B. J.; HARDESTY, D. M.; SUTER, T. A. Color and shopping intentions: The intervening effect of price fairness and perceived affect. Journal of Business Research, v. 56, n. 7, p. 541-551, 2003.
BACON, L. D.; BACON, L. Using Amos for structural equation modeling in market research. Lynd Bacon & Associates Limited and SPSS Incorporated, 1997. Disponível em: https://www.bauer.uh.edu/jhess/documents/3.pdf. Acesso em: 8 nov. 2022.
BAGOZZI, R. P.; YI, Y. Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, v. 40, n. 1, p. 8-34, 2012.
BAKER, J.; GREWAL, D.; PARASURAMAN, A. The influence of store environment on quality and store image. Journal of the Academy of Marketing Science, v. 22, n. 4, p. 328-339, 1994.
BARBOSA, D. C. S.; TEIXEIRA, D. J. Percepção da imagem organizacional: um estudo com consumidores de um supermercado. Organizações Rurais e Agroindustriais, Lavras, v. 8, n. 2, p. 240-256, 2006.
BEARDEN, W. O.; NETEMEYER, R. G.; HAWS, K. L. Handbook of marketing scales: multi-item measures for marketing and consumer behavior research. 3. ed. Thousand Oaks: Sage Publications, 2011.
BELDONA, S.; and NAMASIVAYAM, K. Can Price Promotions Improve Tourist Loyalty to Tour Operators? .Journal of Hospitality & Leisure Marketing, 2006. p. 89-107.
BELK, R. W. Consumo, consumo de massa e cultura de consumo. A Enciclopédia Blackwell de Sociologia. Nova Jersey, EUA: John Wiley & Sons, 2007.
BLOEMER, J.; RUYTER, K. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, v. 32, n. 5/6, p. 499-513, 1998.
BOJEI, J. et al. The empirical link between relationship marketing tools and consumer retention in retail marketing. Journal of Consumer Behaviour, [S. l.], v. 12, n. 3, p. 171-181, 2013.
BOLTON, L. E.; WARLOP, L.; ALBA, J. W. Consumer Perceptions of Price (Un) fairness. Journal of Consumer Research, p. 474-491, 2003.
BOLTON, R. N.; DREW, J. H. A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, v. 55, n. 1, p. 1-9, 1991.
CAMPBELL, M. C. “Says Who?!” How the Source of Price Information and Affect Influence Perceived Price (Un)fairness. Journal of Marketing Research, v. 44, n. 2, p. 261-271, 2007.
CHANG, S.-H.; WANG, K.-Y. Investigating the Antecedents and Consequences of an Overall Store Price Image in Retail Settings. Journal of Marketing Theory and Practice, Routledge, v. 22, n. 3, p. 299-314, 2014.
CHOI, S. et al. The discount is unfair: Egocentric fairness in risky discounts. Journal of Economic Psychology, v. 39, n. C, p. 32-43, 2013.
CHOU, S. et al. The discount is unfair: Egocentric fairness in risky discounts. Journal of Economic Psychology, Elsevier B., v. 39, p. 32-43, 2013.
CHOU, S. W.; HSU, C. S. Understanding online repurchase intention: social exchange theory and shopping habit. Information Systems and e-Business Management, v. 14, n. 1, p. 19-45, 2016.
CRONIN, I. J.; BRADY, M. K.; HULT, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on customer behavioral intentions in service environments. Journal of Retailing and Consumers Services, v. 76, n. 2, p. 193-215, 2000. DOI: http://dx.doi.org/10.1016/S0022-4359(00)00028-2. Acesso em: 8 out. 2022.
DE TONI, D. A imagem de preço de marcas, produtos e organizações: o papel da dimensão cognitiva e afetiva em diferentes níveis de preços. São Paulo: Universidade de São Paulo – USP, 2018.
DE TONI, D.; MAZZON, J. A. Imagem de preço de produto: proposição de um modelo conceitual. Revista de Administração – Rausp, v. 48, n. 3, p. 454-468, 2013.
DE TONI, D.; MAZZON, J. A.; MILAN, G. S. A multidimensionalidade da imagem de preço de produto: um estudo com a imagem de preço de vestuário. Rev. Adm. Mackenzie, São Paulo, v. 16, n. 4, p. 168-201, 2015.
ENDERS, C. K. Applied missing data analysis. Nova York: Guilford Press, 2010.
ENGEL, J. F.; BLACKWELL, R. D.; MINIARD, P. W. Comportamento do consumidor. Rio de Janeiro: Livros Técnicos e Científicos Editora, 2000.
FAIRCLOTH, J. B.; CAPELLA, L. M.; ALFORD, B. L. The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, p. 61-75, 2001.
FANG, Y. et al. Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms. MIS Quarterly, v. 38, n. 2, p. 407-427, 2014.
FERNANDES, T.; CALAMOTE, A. Journal of Retailing and Consumer Services Unfairness in consumer services: Outcomes of differential treatment of new and existing clients’. Journal of Retailing and Consumer Services,. Elsevier, v. 28, n. 1, p. 36-44, 2016.
FORNELL, C.; LARCKER, D. F. Evaluating structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing, v. 18, n. 1, p. 39-59, 1981.
FRANK, B.; ENKAWA, T.; SCHVANEVELDT, S. J. How do the success factors driving repurchase intent differ between male and female customers? Journal of the Academic Marketing Science, v. 42, n. 2, p. 171-185, 2014.
GOUVÊA, M. A.; OLIVEIRA, B.; NAKAGAWA, S. S. Y. Lealdade em compras on-line versus off-line: reflexões sobre os fatores relevantes. Organizações & Sociedade, v. 20, n. 64, p. 37-63, 2013.
GRACIOLA, Ana Paula. A influência da imagem de loja, do valor percebido e do conhecimento de marca na intenção de compra em diferentes formatos de varejo. 2015. Disponível em: https://repositorio.ucs.br/xmlui/bitstream/handle/11338/1134/Dissertacao%20Ana%20Paula%20Graciola.pdf?sequence=1&isAllowed=y. Acesso em: 1º out. 2022.
GUPTA, S.; KIM, H. W. The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, [S. l.], v. 12, n. 1, p. 127-158, 2007.
HAIR Jr., J. F. et al. Essentials of business research methods. USA: John Wiley & Sons, 2005.
HAIR JR., J. F. et al. Multivariate data analysis. 7. ed. Upper Saddle River: Prentice Hall, 2010.
HAIR JR., J. F.; BLACK, W. C.; BABIN, B. J.; ANDERSON, R. E.; TATHAM, R. L. Análise multivariada de dados. 6. ed. Porto Alegre: Bookman, 2009.
HAMILTON, R.; CHERNEV, A. Low Prices Are Just the Beginning: Price Image in Retail Management, Journal of Marketing, v. 77, n. 6, p. 1-20, 2013.
HAN, H.; KIM, Y. An investigation of green hotel customers decision formation: developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, v. 29, n. 4, p. 659-668, 2010.
HANSEN, H.; SAMUELSEN, B. S.; SILSETH, P. R. Customer perceived value in B-to-B service relationship: investigating the importance of corporate reputation. Industrial Marketing Management, v. 37, n. 2, p. 206-217, 2008. DOI: http://dx.doi.org/10.1016/j.indmarman.2006.09.001
HELGESEN, O.; HAVOLD, J. I.; NESSET, E. Impacts of store and chain images on the “quality-satisfaction-loyalty process” in petrol retailing. Journal of Retailing and Consumer Services, v. 17, n. 2, p. 109-118, 2010.
HELLIER, P. K. et al. Customer repurchase intention: A general structural equation model. European Journal of Marketing, v. 37, n. 11/12, p. 1.762-1.800, 2003.
HIMBERT, L. Unit Pricing: Empirical Investigations of its Influences at the Product and Retailer Levels. 2016. Disponível em: https://link.springer.com/book/10.1007/978-3-658-13476-1. Acesso em: 20 out. 2022.
HSU, M.-H. et al. Determinants of repurchase intention in online group-buying: the perspectives of DeLone & McLean is success model and trust. Computers in Human Behavior, n. 36, p. 234-245, 2014. DOI: http://dx.doi.org/10.1016/j.chb.2014.03.065
ISABELLA, G.; AFONSO, J.; DIMOKA, A. Impacts of product type and representation type on the perception of justice and price fairness. Journal of Business Research,. Elsevier Inc., v. 81, n. 11, p. 203-211, 2017.
JINFENG, W.; ZHILONG, T. The impact of selected store image dimensions on retailer equity: evi-dence from 10 chinese hypermarkets. Journal of Retailing and Consumer Services, v. 16, n. 6, p. 486-494, 2009.
KIM, C. et al. Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, v. 11, n. 4, p. 374-387, 2012.
KLINE, R. B. Principles and Practice of Structural Equation Modeling. The Guilford Press. New York; London: The Guilford Press, 2011.
KLINE, R. B. Principles and Practice of Structural Equation Modeling. The Guilford Press. New York: London, 2011.
KOAY, K. Y.; DEREK, O. L. T. The mediating role of customer satisfaction in customer retention model: A case of local automobile brands in Malaysia, Pertanika. Journal of Social Sciences and Humanities, p. 27-40, 2016.
KUMAR, A.; KIM, Y.-K. The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, v. 21, n. 5, p. 685-695, 2014.
LEINSLE, P.; TOTZEK, D.; SCHUMANN, J. H. How price fairness and fit affect customer tariff evaluations. Journal of Service Management, v. 29, n. 4, p. 735-764, 2018.
LEVY, Michael; WEITZ, Barton A. Administração de varejo. São Paulo: Atlas, 2000.
LIMA, V. Z. et al. O comprometimento e seus efeitos sobre a satisfação de clientes, a intenção em defender a marca e a intenção em recompra em serviços de ensino. 2018. Disponível em: https://periodicos.ufsc.br/index.php/gual/article/view/1983-4535.2018v11n3p235/37273. Acesso em: 27 nov. 2022.
LINDQUIST, J. D. Meaning of image: survey of empirical and hypothetical evidence. Journal of Retailing, v. 50, n. 4, p. 29-38, 1974.
LINDSTROM, Martin. Brand sense: segredos sensoriais por trás das coisas que compramos. Porto Alegre: Bookman,: 2012.
LU, Y.; LU, Y.; WANG, B. Effects of dissatisfaction on customer repurchase decisions in e-commerce: an emotion-based perspective. Journal of Electronic Commerce Research, v. 13, n. 3, p. 224-237, 2012.
LUCCHESE, S. M.; RIBEIRO, N. B. Comportamento do consumidor: aspectos culturais. 2011. Disponível em: http://goo.gl/qt8O3p. Acesso em: 20 set. 2022.
MALHOTRA, N. K.; BIRKS, D.; WILLS, P. Marketing research: applied approach. 4. ed. New York: Pearson, 2012.
MARTINEAU, P. The personality of the retail store. Harvard Business Review, v. 36, n. 1, p. 47- 55. 1958.
MESQUITA, J. M. C. Atributos explicativos da intenção de recompra em supermercados. 2004. Disponível em: https://repositorio.ufmg.br/bitstream/1843/BUBD-9AKT5S/1/tese_jos__marcos_carvalho_de_mesquita.pdf. Acesso em: 18 set. 2022.
MITTAL, B. et al. Consumer behavior: how humans think, feel, and act in the marketplace. Cincin-nati: Open Mentis, 2007.
MONROE, K. B. Pricing: making profitable decisions. 2. ed. New York: McGraw-Hill, 1990.
MUNNUKKA, J. Pricing method as a tool for improved price perception. Journal of Revenue and Pricing Management, v. 5, n. 3, p. 207-220, 2006.
NETEMEYER, R. G.; BEARDEN, W. O.; SHARMA, S. Scaling procedures: issues and applica-tions. Thousand Oaks: Sage Publications, 2003.
NISBETT, R.; ROSS, L. Human Inference: Strategies and Shortcomings of Social Judgement. En-glewood Cliffs, NJ: Prentice Hall, 1980.
NOYAN, F.; SIMSEK, G. G. A partial least squares path model of repurchase intention of super-market customers. Procedia – Social and Behavioral Sciences, v. 62, p. 921-926, 2012.
OH, H. Price Fairness and Its Asymmetric Effects on Overall Price, Quality, and Value Judgments: The Case of an Upscale Hotel. Tourism Management, v. 24, p. 387-399, 2003.
PARENTE, J. Varejo no Brasil. São Paulo: Atlas, 2007.
PARENTE, Juracy. Varejo no Brasil: gestão e estratégia. São Paulo: Atlas, 2000.
REICHHELD, F. F.; SCHEFTER, P. E-loyalty: your secret weapon on the web. Harvard Business Review, v. 78, n. 4, p. 105-113, 2000.
SANTOS, J. H.; BOTELHO, D. Análise comparativa de preços: variáveis influentes na percepção de vantagem de compra. Revista de Administração Mackenzie, v. 12, n. 2, 2011.
SHETH, J. N.; MITTAL, B.; NEWMAN, B. I. Comportamento do cliente: indo além do comportamento do consumidor. São Paulo: Atlas, 2001.
SILVA, D. et al. Comportamento de compra: principais fatores que influenciam o consumidor, Revista Científica do Itpac, v. 3, n. 4, p. 41-47, out. 2010.
SILVA, T. S.; GIRALDI, J. M. E.; TAMASHIRO, H. R S. Um estudo empírico sobre as dimensões da imagem de loja no varejo calçadista. Rege -–Revista de Gestão, v. 19, n. 1, p. 125-143, 2012.
SMITH, G. E.; NAGLE, T. T. Frames of Reference and Buyer’s Perception of Price and Value. Cali-fornia Management Review, v. 38, n. 1, p. 98-116, 1995.
SOLOMON, M. R. O comportamento do consumidor: comprando, possuindo e sendo. 5. ed. Porto Alegre: Bookman, 2002.
SOLOMON, Michael R. O comportamento do consumidor: comprando, possuindo e sendo. Porto Alegre: Bookman Editora, 2016.
SURYADARMA, S. et al.; Traditional food traders in developing countries and competition from supermarkets: Evidence from Indonesia. Food Policy, v. 35, n. 1, p. 79-86, 2010. DOI: https://doi.org/10.1016/j.foodpol.2009.11.002
SWEENEY, J. C.; SOUTAR, G. N. Consumer perceived value: the development of a multiple item scale. Journal of Retailing, v. 77, n. 2, p. 203-220, 2001. DOI: http://dx.doi.org/10.1016/S0022-4359(01)00041-0. Acesso em: 7 out. 2022.
THEODORIDIS, P. K.; CHATZIPANAGIOTOU, K. C. Store Image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, v. 43, n. 5/6, p. 708-734, 2009.
TONI, D.; MAZZON, J. A. Teste de um modelo teórico sobre o valor percebido do preço de um pro-duto. Rausp Management Journal, v. 49, n. 3, p. 549-565, 2014.
TORMEN, A. D. Efeitos dos níveis de preço e do conhecimento da marca sobre a percepção de valor, da qualidade, da justiça, do simbolismo e da intenção de compra. Disponível em: https://repositorio.ucs.br/xmlui/handle/11338/4098. Acesso em: 13 nov. 2022.
VALLEJO, J. M.; REDONDO, Y. P.; ACERETE, A. U. Las características del boca-oído electrónico y su influencia en la intención de recompra online. Revista Europea de Dirección y Economía de la Empresa, [S. l.], v. 24, n. 2, p. 61-75, 2015.
VAN DER VYVER, J. The importance of store image dimensions in apparel. 2008. 175 p. Disserta-ção (Mestrado) – Universidade de Stellenbosch, Stellenbosch, África do Sul, 2008.
WANG, L. C.; CHANG, L. H.; WYSONG, S. An empirical investigation of the influence of optimum stimulation levels in retailing. International Journal of Retail & Distribution Management, v. 40, n. 1, p. 6-20, 2012.
WATANABE, E. A. de M. A influência da cultura no comportamento do consumidor de supermercados. Brasília: UNB, 2014. Tese (Doutorado em Administração) – Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, 2014.
WEISSTEIN, F. L.; MONROE, K. B.; KUKAR-KINEY, M. Effects of price framing on consumers perceptions of online dynamic pricing practices. Journal of the Academy of Marketing Science, v. 41, n. 5, p. 501-514, 2013.
WILKIE, W. L. Consumer behavior. New York: John Wiley, 1994.
XIA, L.; MONROE, K. B.; COX, J. The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, v. 68, n. 4, p. 1-15, 2004.
XU, X.; JACKSON, J. E. Examining customer channel selection intention in the omni-channel retail environment. International Journal of Production Economics,. Elsevier, v. 208, p. 434-445, 2019.
ZEITHAML, V. A. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, v. 52, n. 3, p. 2-22, 1988. DOI: http://dx.doi.org/10.2307/1251446
ZEITHAML, V. A.; BERRY, L. L.; PARASURAMAN, A. The behavioral consequences of service quality. Journal of Marketing, v. 60, n. 2, p. 31-46, 1996. DOI: http://dx.doi.org/10.2307/1251929. Acesso em: 24 set. 2022.
ZIELKE, S. How price image dimensions influence shopping intentions for different store formats. European Journal of Marketing, v. 44, n. 6, p. 748-770, 2010.
ZIELKE, S. Integrating emotions in the analysis of retail price images. Psychology & Marketing, v. 28, n. 4, p. 330-359, 2011. DOI: http://dx.doi.org/10.1002/mar.20355. Acesso em: 29 set. 2022.
ZIELKE, S. Measurement of retailers price images with a multiple-item scale. The International Review of Retail, Distribution and Consumer Research, v. 16, n. 3, p. 297-316, 2006.
ZIELKE, S. Shopping in discount stores: The role of price-related attributions, emotions and value perception. Journal of Retailing and Consumer Services, Elsevier, v. 21, n. 3, p. 327-338, 2014.
ZIELKE, S.; TOPOROWSKI, W. Negative price-image effects of appealing store architecture: do they really exist? Journal of Retailing and Consumer Services, v. 19, n. 5, p. 510-518, 2012.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Desenvolvimento em Questão
This work is licensed under a Creative Commons Attribution 4.0 International License.
Autores que publicam nesta revista concordam com os seguintes termos:
a. Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista.
b. Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.
c. Autores têm permissão e são estimulados a publicar e distribuir seu trabalho online (ex.: em repositórios institucionais ou na sua página pessoal) a qualquer ponto antes ou durante o processo editorial, já que isso pode gerar alterações produtivas, bem como aumentar o impacto e a citação do trabalho publicado (Veja O Efeito do Acesso Livre).
