عنوان انگلیسی مقاله:
Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?
ترجمه فارسی عنوان مقاله:
درک قیمت و ظاهر قیمت بر قصد خرید مجدد Gen Y: آیا تجربه برند و اولویت تجاری واسطه هستند؟
Sciencedirect - Elsevier - Heliyon, 6 (2017) e05532: doi:10:1016/j:heliyon:2020:e05532
The study examines the effect of price perception and price appearance on Gen Ys repurchase intention towards snack products of small and medium-sized enterprises (SMEs), along with the mediating roles of consumers brand experience and preference. A survey method for data collection in the study used with a structured questionnaire, in which the respondents were requested to give their responses to the experiment conducted on local specialty snack products produced by SMEs. Covariance-based structural equation modeling (CB-SEM) was used to analyze the hypothesized relationships in the research model. The ﬁndings show that all the direct effects in the proposed model have a signiﬁcant effect, except for the relationship between price perception and brand preference that there is no signiﬁcant effect. Similarly, the mediating roles of consumer brand experience and consumer-based brand preference proved to have a signiﬁcant effect. Finally, the implications of this study will be discussed further.
Keywords: Price perception | Appearance | Brand preference | Experience | Repurchase | Management | Industry management | Marketing | Consumer attitude | Family business