Title „Impact of price discounts on consumer trust and intention to buy in single-brand and multi-brand stores online “ /
Translation of Title „Kainų nuolaidų įtaka vartotojų pasitikėjimui ir ketinimui pirkti vieno prekės ženklo ir kelių prekių ženklų internetinėse parduotuvėse“.
Authors Railaitė, Modesta
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Pages 208
Keywords [eng] Kaina, nuolaida, vartotojų pasitikėjimas, ketinimas pirkti, prekės ženklas, internetinė parduotuvė, price, price discount, consumer trust, intention to buy, single-brand, multi-brand, online store
Abstract [eng] Master thesis consists of 92 pages (remaining are classified to appendices), 1 figure, 30 tables and 159 references. Thesis problem – what influence price discount has on consumers’ trust in online brand store and customers’ intention to purchase in single-brand and multi-brand stores online? The main purpose of the master thesis is to investigate the effectiveness of price discounts on consumers’ trust towards stores and intention to buy in single-brand and multi-brand stores online. The current master thesis is divided into three parts, each of which is dedicated to a different degree of study - data analysis, methodology, and the analysis of the research outcomes. The research model is developed based on the Theory of Planned Behaviour. The goal of the current research is to see how different types of pricing variables (high and low original prices, high and low price discounts) and brand store types (single-brand and multi-brand stores) affect both consumer trust and intention to buy. As for that, the factoral design is created, which consists of two price discounts, two sizes of price and two brand types. The quantitative study approach is used for four questionnaires, which each of them contains of 2 differently adapted situations. A total of 293 respondents participated in the research. The final results show the interaction between 3 variables: subjective norms, perceived savings and perceived quality on purchase intention, while the most significant effect is through perceived savings, which also can be significantly affected by scepticism. The significance of types of brand stores can only be confirmed thorugh trust towards online store, while higher prices are also preffered within trust towards online store. However, price discounts were not found to be significant in correlation to brand store types and sizes of prices.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2022