| Abstract [eng] |
126 pages, 29 tables, 2 pictures, 158 references. The main objective of this work is to investigate the impact of different price matching guarantee messages, guarantee length, and price depth on consumers' perceptions of price fairness, value, and emotional response (pleasure and arousal) and purchase intention, by influencing price image and trust in the online store. The thesis consists of three main parts: a literature review, research methodology, results, conclusions, and propositions. The literature review analyzes the concept of price matching guarantees and their significance in the context of sales promotions, and analyzes the characteristics of price matching guarantees. The concept of emotional reactions, the concept of price image, and the importance of trust in e-shops for the perception of price fairness and the perception of the value of the offer are analyzed. It also explains how the S-O-R model is applied to analyze the price message and how the conceptual model of the study was developed based on the application of these theories and the results of previous studies. The study was prepared according to a 2x2 factorial experimental design. Data were collected using an anonymous online survey. A 7-point Likert scale was used in the questionnaire. The reliability of the scales was measured using Cronbach's alpha coefficient. 94 The homogeneity of the experimental groups was tested using Pearson's chi-square test. The sample size was 227 respondents. The hypotheses were tested using the SPSS software package. The research hypotheses were tested using two-way ANOVA, independent T-tests, and linear regression. The empirical study found that the price matching length has no effect on the perceived price fairness, the perceived value, or emotional reactions (arousal and pleasure). However, another incentive for price matching guarantees—the amount of the price refund—has a significant impact on the perception of price fairness and emotional reactions. It was also found that emotional reactions affect the perception of price fairness and the perceived value of the offer. Furthemore, the perception of price fairness affects the perception of the value of the offer. In addition, price image has a significant impact on the perception of price fairness and purchase intention. Other hypotheses regarding trust in e-shops were also accepted, as trust has a positive effect on the perception of price fairness, the perception of the value of the offer, and the intention to buy. It was found that purchase intention is influenced by the perception of price fairness, the perception of the value of the offer, and emotional reactions (arousal and pleasure). The conclusions present a summary of the research results and recommendations for business practise and future researchers. |
