To Bargain Or Not to Bargain? Determinants of Consumer Intention to Bargain in the Retail Market
This study investigates the potential determinants of consumer intention to bargain in the retail market context. The findings reveal that consumer attitude toward bargaining strongly influences their intention to engage in bargaining during a purchase. Building on information search and bargaining literature, it is found that both consumers’ bargaining attitude and intention are positively influenced by perceived overprice and budget constraint, but negatively influenced by unavailability of time. Perceived loss of face in bargaining, however, only has direct negative effect on bargaining attitude, but not on bargaining intention.
Meng-Kuan Lai and Bayu Aji Aritejo (2009) ,"To Bargain Or Not to Bargain? Determinants of Consumer Intention to Bargain in the Retail Market", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 160-161.
Meng-Kuan Lai, Business Administration Department, College of Management, National Cheng Kung University, Taiwan
Bayu Aji Aritejo, Business Administration Department, College of Management, National Cheng Kung University, Taiwan
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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