The Role of Emotion in the Effect of Price Discount for Apparel Products

Date
2017-01-01
Authors
Lee, Jung Eun
Chen-Yu, Jessie
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Abstract

Although price promotion is one of the most popular marketing strategies in the apparel industry because of a short product life cycle, price discount research remains a largely unexplored area in the apparel literature. Extending the price-quality-value (P-Q-V) model, we investigated the mediating role of affect in the relationship between price discount and consumers' perceptions (perceived savings, quality, and value), and examined the relationship between perceived value and purchase intentions in the context of fashion products. A between-subjects experimental design was used, and a total of 209 usable responses was collected by a research firm. Structural equation modeling (SEM) was performed to examine the proposed model and test the hypotheses. The findings showed that affect plays an important mediating role in the relationship between price discount and perceptions of savings, quality, and value. Based on the findings, we present theoretical and pragmatic implications of the research.

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