Examining the Moderating Effect of Price Consciousness on the Relationship between Involvement and Consumer Satisfaction

摘要：

Empirical and conceptual models of marketing have focused on the role of involvement in post-purchase satisfaction. No attempt has been made to explore under which conditions involvement have a stronger/weaker impact on satisfaction. This study examines the moderating effect of price consciousness on the relationship between involvement and consumer satisfaction. Empirical results indicate that price consciousness negatively moderate the involvement and satisfaction association. Furthermore, the influence of demographic characteristics on the moderating effect is also discussed.

关键词： Involvement Consumer satisfaction Price consciousness Demographic characteristics

作者: Wang Xia Wang Yi Zhao Ping

作者单位: School of Business, Renmin University of China, Beijing, 100872, China School of Economics and Management, Tsinghua University, Beijing, 100084, China

会议类型: 国际会议

会议名称: 第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)

会议地点: 武汉

会议语种:英文

页码: 978-984

在线出版日期: 2007-08-03（万方平台首次上网日期，不代表论文的发表时间）