* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download The Effects of Reputation and Relative Low Price on Purchase
Marketing research wikipedia , lookup
Revenue management wikipedia , lookup
Gasoline and diesel usage and pricing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Food marketing wikipedia , lookup
Service parts pricing wikipedia , lookup
Dumping (pricing policy) wikipedia , lookup
Global marketing wikipedia , lookup
Yield management wikipedia , lookup
Youth marketing wikipedia , lookup
Online shopping wikipedia , lookup
Advertising campaign wikipedia , lookup
Perfect competition wikipedia , lookup
Green marketing wikipedia , lookup
Product planning wikipedia , lookup
Supermarket wikipedia , lookup
Pricing strategies wikipedia , lookup
Visual merchandising wikipedia , lookup
Neuromarketing wikipedia , lookup
Price discrimination wikipedia , lookup
Sensory branding wikipedia , lookup
2015 年 8 月第十八卷三期 • Vol. 18, No. 3, August 2015 The Effects of Reputation and Relative Low Price on Purchase Intention: Service Quality as a Mediated Moderator Hung-Tai Tsou Feng-Hsu Liu Hsuan-Yu Hsu http://cmr.ba.ouhk.edu.hk Web Journal of Chinese Management Review • Vol 18 • No 3 1 The effects of reputation and relative low price on purchase intention: service quality as a mediated moderator Hung-Tai Tsou Feng-Hsu Liu Hsuan-Yu Hsu Abstract The study proposes to integrate consumer-related variables (reputation, relative low price, and service quality) and purchase intention at Watsons in Taiwan and investigates whether gender differences in purchasing intention for self-selective cosmetics and skincare products. Data were collected from 300 consumers in an empirical survey. This study uses the Partial Least Square (PLS) analysis to test the hypotheses. Reputation positively affects consumer purchase intention for male and female; the relative low price moderates the impact of reputation on purchase intention only for female; reputation × relative low price increases purchase intentions through the mediator of service quality. The paper is among the first attempts to examine how reputation, relative low price, and service quality affect purchase intention. Also, this study provides the explanatory variance missing in the literature that has not examined the black box relationship between consumer-related variables and purchase intention in a retailer context. Keywords: Reputation, Relative low price, Service quality, Purchase intention _________________________________________________________________ Hung-Tai Tsou Department of Marketing and Logistics, Ming Dao University Feng-Hsu Liu Department of Business Administration, Shih Hsin University Hsuan-Yu Hsu Department of Information Management, Tatung University Web Journal of Chinese Management Review • Vol 18 • No 3 2 Introduction Purchasing goods and services through retailers has become commonplace and reflects a change in the purchasing behavior of consumers (Chen et al., 2009). In response to changing consumer trends, retailers have begun adjusting their service strategies to provide superior customer service to consumers. Reputation has recognized as a critical factor in successfully marketing services (Thomas, 1978) and in consumer purchase decision-making processes (Grewal et al., 1998). Consumers depend on a reputation to determine the quality of services, the security of credit card transactions, and the reliability of the store. Therefore, when consumers face differentiation and customization environments, the reputation becomes the most competitive weapon. In the 21st century, understanding consumer needs and devising appropriate and effective marketing strategies in response to consumers’ purchasing motivations is imperative to successfully promote purchase intentions. Further, consumers are become more price sensitive in today’s digital environments. Previous studies have shown that retail price change consumers’ purchase decisions (Inman & McAlister, 1993). Price-based promotions are usually implemented to target consumers who are likely to increase their purchasing activities when a greater change in price is perceived so that they pursue a maximized reduction in cost (Ho et al., 1998). In the face of a great variety of promotional campaigns, consumers remain most perceptive to savings in price. Retailers have become more active in launching sales promotions, offering direct feedback in terms of low price or coupling promotions with coupons for consumers. Accordingly, the role of relative low price that retailer makes is important for a better understanding of consumer purchase intention. Service quality has been extensively researched in service marketing. Admittedly, service quality influences customer buying behavior (Parasuraman et al., 2005). Because the widespread availability of merchandise and information works in the consumer’s favor, consumers seek more value from their purchasing processes. Thus, in the brick-and-mortar retail store, service quality can have a substantial impact on the consumer evaluation of physical services because such service encounters rely heavily on the interaction between customer and service provider (Jang & Young, 2009). Following Grewal et al.’s (1998) research, three important components that appear to be key to store patronage decisions are the retailer’s service offing quality, reputation, and price. However, the basic relationships among service quality, reputation, and pricing have already been explored in the literature. Additionally, the simultaneous effects of these retail cues (reputation, service quality, and relative low price) on consumer purchase intentions are less clear. Hence, this study is designed to fill the gaps of the Web Journal of Chinese Management Review • Vol 18 • No 3 3 prior studies as discussed above. The study proposes to integrate consumer-related variables and purchase intentions in a retailer context. In addition, recently, due to changes in consumerism, male is increasingly willing to spend money on cosmetics and skincare products. They trust that cosmetics and skincare products can show their personalities, thus many male consumers consume cosmetics and skincare products, resulting in increases in sales. Therefore, this research investigates whether gender differences in purchasing intentions for self-selective cosmetics and skincare products exist in chain stores. Three specific questions are addressed: 1. How does reputation impact purchase intention? 2. How does relative low price moderate the relationship between reputation and purchase intention? 3. How does service quality mediate the moderated relationships among reputation, relative low price, and purchase intention? Figure 1 presents the research model. We first present a brief literature review. Following the literature review, we present our research findings. We conclude with a discussion of the implications of the study, its limitations and suggestions for future studies. H3 Relative low price × Reputation Reputation Service quality H2 H1 Purchase intention Figure 1. Research model Literature review and hypotheses development Reputation and purchase intention Reputation is an overall evaluation of the extent to which a firm is substantially “good” or “bad” (Weiss et al., 1999). Montgomery (1975) reported that reputation was as important as a product’s uniqueness for the promotional effectiveness for new product purchases. Because reputation comprises the physical environment of a store, the service levels, and the merchandise quality, and because reputation is a critical, extrinsic cue of the store’s image, the more favorable the reputation is, the better the buyers perceive the Web Journal of Chinese Management Review • Vol 18 • No 3 4 store’s image. Namely, the more favorable the chain store reputation is, the better consumers perceive the merchandise quality. A company’s reputation affects consumers’ expectations with respect to the quality of the company’s product offerings (Margulies, 1977). Therefore, the reputation of a company can be foremost in consumers’ minds as they process an advertisement for that firm’s product. A strong reputation increases consumers’ confidence in the products and services offered, in the store’s advertising claims, and in consumer buying decisions (Schwaiger, 2004). For example, Watsons and Cosmetic are two big cosmetics and skincare chain stores in Taiwan. Watsons is famous for being a “drugstore for convenient life”; Cosmetic is famous for being as a “drugstore for health care”. Most of consumers buy cosmetics and skincare products in these two chain stores and experience new products. Nevertheless, buyers care more about the reputation because the image and reputation of the brand can help them infer the quality of the products. Hence, we propose that the reputation give consumers more confidence in the product/service and make consumers more willing to purchase the product/service. Accordingly, we hypothesize the following: Hypothesis 1: Reputation has a positive effect on purchase intention. The moderating role of relative low price The price level is a major consideration for consumers during purchasing process. Price promotion can increase sales (Bitta Della et al., 1981; Blattberg & Neslin, 1990). Relative low price is defined as a lower price relative to prices of similar products in other stores (Sirohi et al., 1998). The advantage of price cuts and coupons is that they tend to attract consumers, inducing their intentions to purchase products. Multiple sources, such as a price search engine and word-of-mouth communications, make it easy for consumers to compare prices among identical products or services before making purchasing decisions. Consumers made purchasing decisions on the bases of television or print advertisements. Today, with the Internet, people can share their experiences or opinions on Web sites. Discount plans can be delivered to consumers as they process an advertisement for a firm’s product through these marketing media. Cao et al. (2003) found that consumers are less satisfaction with the prices they pay higher price. If consumers find and perceive that a retailer can offer lower prices relative to similar stores, they will want to purchase that product. For example, Watsons well-known slogans of “I dare to swear, the Watson's cheapest” and “Expensive refund twice the difference”, Watson’s high-profile and promotional activities, as well as advertising, continue to appear in advertising and other media to inform consumers about exclusive promotions of goods. Accordingly, we hypothesize the following: Web Journal of Chinese Management Review • Vol 18 • No 3 5 Hypothesis 2: Relative low price moderates the relationship between reputation and purchase intention. The mediating role of service quality in the moderated relationships Retailers acquire a competitive advantage by providing consumers with diversified services. Even since the arrival of the Internet, retailers have not been able to replace brick-and-mortars (Grewal et al., 2003; Goldsmith & Flynn, 2005). Brick-and-mortars provide personal interaction and personalized buying experiences. Consumer expectations for service offerings are influenced by service provider at the point of delivery (Coye, 2004). Service personnel plays an important role in shaping consumers’ perceptions of service quality (Liao & Chuang, 2004) and affecting consumer purchasing behaviors (Froehle, 2006; Ding et al., 2010). Thus, service quality is critical in forming consumers’ attitudes, intentions, and behaviors (Parasuraman et al., 2005). Service quality is known to affect intended consumer behaviors in service settings (Boulding et al., 1993; Jang & Young, 2009). Although the economic incentive generated by certain deals can promote consumers’ purchasing intentions, discounts are very likely to be associated with poorer perceived product quality (Raghubir & Corfman, 1999). Consumers worry about whether the price is consistent with product/service quality. The rise in sales expected to be generated by the economic incentive of discounts can therefore be undermined; discount promotions may trigger a negative effect on product/service quality. Therefore, we explore whether service quality has a mediating effect in the moderated relationships among reputation, relative low price, and purchasing intention. This gives a great importance to the retailers’ marketing or improving the image of the low prices as a means of increasing consumer purchase intentions. We therefore propose the third hypothesis. Hypothesis 3: Service quality mediates the moderated relationship among reputation, relative price, and purchase intention. Methodology Sample and data collection Due to the improvement in living standards and in the economic situation, the consumption of cosmetics and skincare products has been popularized, and the market scale keeps expanding. Among cosmetics and skincare products, self-selective products play an important role in retailing. Many chain stores sell self-selective cosmetics and skincare products that draw consumers’ attention with eye-catching marketing strategies. Thus, a questionnaire survey was employed to test the research model with data from Web Journal of Chinese Management Review • Vol 18 • No 3 6 consumers at Watsons in Taiwan. Watsons was chosen because it is the world’s largest health and beauty retailer. The structured questionnaire was generated based on academic and practitioner-oriented literature and interviews. The data were collected by means of a three-page self-administered questionnaire as part of a wider examination of reputation, service quality, relative low price, and purchase intention. Reputation was adapted from Weiss et al. (1999). Service quality was adapted from the research of Ding et al. (2010). Relative low price was adapted from Sirohi et al. (1998). Purchase intention was adapted and modified from Pavlou and Gefen (2004). Following the suggestions of Churchill (1979), the existing scales were adopted, modified, and extended. Information was gathered through a five-point Likert-type scale which ranged from (1) strongly disagree to (5) strongly agree. The first page of the questionnaire addressed the purpose of the study and the length of the questionnaire; it also assured the respondent of the survey’s confidentiality. Respondents were instructed to answer all the questions based on their experience in buying products or services from Watsons. In total, 300 responses were complete and valid for data analysis. The respondents in our questionnaire consisted of 300 consumers (101 men, 199 women). The respondents were primarily young; 95.3% were under 30 years of age. Because the data were self-reported, Harmon’s one-factor test (Podsakoff et al., 2003) was used to examine the presence of common method bias. The items that were used to measure the independent, moderator, and dependent variables were all entered in an exploratory factor analysis. If common method bias had been an issue, a single factor would have emerged to account for a large percentage of the variance in the resulting factors. However, in the analysis of consumers, no single factor emerged. The first factor accounted for 32.5 % of the total variance, and the four extracted factors accounted for 71.4 % of the variance. This suggests that the results were not due to common method bias. Data analysis and results The internal reliability of the measurement models was tested using Cronbach’s alpha (α) and composite reliability (ρc) (Fornell & Larcker, 1981). Cronbach’s alphas for all constructs were above the threshold of 0.7 (range = 0.73–0.84), indicating a high degree of internal consistency (Nunnally, 1978). Likewise, all ρc values were above the suggested threshold of 0.8 (range = 0.83–0.93), indicating that the values were reliable. Convergent validity was assessed using the average variance extracted (AVE), or the ratio of construct variance to total variance among indicators. The AVE values for the four constructs all exceeded 0.5 (Fornell & Larcker, 1981), confirming that all Web Journal of Chinese Management Review • Vol 18 • No 3 7 measurements demonstrated satisfactory convergent validity. The AVE can also be used to evaluate discriminant validity. The values of the square root of the AVE for the values in the diagonal were all greater than the correlations among the values off of the diagonal (Fornell & Larcker, 1981). Hence, the discriminant validity was satisfactory. The means, standard deviations, correlations, and AVE for the key constructs in the study are shown in Table 1. Table 1. Mean, SD, correlations and AVE Construct Mean SD Reputation (RE) (a) 3.23 .72 Service quality (SQ) (b) 3.31 .68 Relative low price (RLP) (c) 3.59 .81 Purchase intention (PI) (d) 3.44 .63 AVE 0.71 0.87 0.72 0.56 (a) 0.84 .46** .21** .52** (b) (c) (d) 0.93 .27** .47** 0.84 .45** 0.74 Notes: 1. * p < .05, ** p < .01, *** p < .001 2. Figures in shaded diagonal are values of the square root of the AVE. Hypotheses testing The path coefficients for the research constructs are expressed in a standardized form. The predictive power of the research model was assessed by examining the explained variance (R2) for the endogenous constructs (Chin, 1998). H1 predicted that reputation would positively affect consumer purchase intention. Model 1 examines this prediction, and the result is statistically significant (b = 0.60, p < 0.001 for male; b = 0.50, p < 0.001 for female), supporting H1. With regard to R2, reputation explained 36 % of the variance in purchase intention for male and 25 % of the variance in purchase intention for female. H2 predicted that the relative low price would moderate the impact of reputation on purchase intention. We mean-centered all of the constructs before we generated the interaction terms. Then, we added the interaction terms from Model 2 to Model 3. Table 2 shows the results of the moderation analysis. Model 1 introduced the main effects (reputation). Model 2 and Model 3 introduced the interaction effects of relative low price. From these results, for male, Model 3 indicates that the interaction term of reputation × relative low price did not have a significant positive moderating effect on the association between reputation and purchase intention. Thus, H2 is not supported for male (b = 0.12, p > 0.05) but is supported in the case of female (b = 0.82, p < 0.001), confirming the moderating role of relative low price. Web Journal of Chinese Management Review • Vol 18 • No 3 8 Table 2. Moderation effects for male and female Dependent Variable: Purchase intention Model 2: Model 3: Path/Hypothesis Model 1: Moderator direct Moderated Main effects effects effects 0.60*** 0.53*** 0.40*** Reputation Purchase intention (0.50***) (0.47***) (-0.17) (H1) 0.15 0.05 Relative low price Purchase (0.46***) (0.00) intention Reputation × Relative low price 0.12 (0.82***) Purchase intention (H2) R2 0.36 (0.25) 0.38 (0.46) 0.38 (0.48) Note: 1. *** p < 0.001; ** p < 0.01; * p < 0.05; 2. The values in parentheses for female. In addition, the findings do not identify relative low price with respect to male because the R2 values did not change. In contrast, for female, including the moderating effects increased the R2 value in the purchase intention from 25% in Model 1 to 46% in Model 2, and 48% in the Model 3, as expected by H2. Thus, the findings identify relative low price. To assess further the relationship with (interaction effect) and without the moderating effect (main effect), the R2 values of each model were compared. The effect size1 (f 2) was computed to gauge whether the interactions had a small (0.02), medium (0.15), or large effect (0.35) on purchase intention. For male, Model 1 explained 36% of the variance for the purchase intention versus 38% in Model 3. The interaction had a small effect size ( f 2 0.38 0.36 /1 0.36 0.03 ). For female, Model 1 explained 25% of the variance in the purchase intention as compared with 48% in Model 3. The interaction had a medium to large effect size ( f 2 0.48 0.25/1 0.25 0.30 ). To facilitate the interpretation of the moderating effects with respect to female, Figure 2 illustrates the relationship between reputation and purchase intention for retailers with low or high levels of relative low price. Figure 2 suggests that retailers with low levels of relative low price promote negative purchase intentions, whereas retailers with high levels of relative low price promote positive purchase intentions vis-à-vis reputation. Thus, relative low price had a positive moderating effect on the relationship between reputation and purchase intention. Effect size f 2 = [R2 (interaction model) - R2 (main effects model)] / [1- R2 (main effects model)] (Pavlou & EI Sawy, 2006). 1 Web Journal of Chinese Management Review • Vol 18 • No 3 9 Figure 2. The moderation analysis for female Results for the mediating role of service quality H3 predicted that service quality would mediate the moderated relationships in H2. In testing the mediating role of service quality, we followed the work of Luo and Bhattacharya (2006), who indicated that four specific criteria must be met: (1) The predictor variable (reputation × relative low price) should significantly influence the mediator (service quality); (2) the mediator should significantly influence the dependent variable (purchase intention); (3) the predictor variable (reputation × relative low price) should significantly influence the dependent variable (purchase intention); and (4) after we control for the mediator variable (service quality), the impact of the predictor variable (reputation × relative low price) on the dependent variable (purchase intention) should no longer be significant (for full mediation) or should be reduced in strength (for partial mediation). In Model I (see, Table 3), the significant paths suggest that the first two conditions are met (reputation × relative low price affects service quality). Furthermore, service quality affects the purchase intention. In addition, entering the mediator of service quality decreases the strength of the effects of reputation × relative low price on purchase intention (but this is still significant) (Model III), indicating partial mediation. Correspondingly, these results suggest that the mediation effect of H3 for male and female are partially mediated by the service quality. As such, reputation × relative low price would increase purchase intentions through the mediator of service quality. Thus, H3 is supported. Web Journal of Chinese Management Review • Vol 18 • No 3 10 Table 3. Path analysis results for mediation effect in moderated relationship Full mediation: PV for DV: Non-mediation: Path Model I Model II Model III 0.60*** RE × RLP SQ (0.44***) 0.49*** 0.26** SQ PI (0.48***) (0.22***) 0.68*** 0.37*** RE × RLP PI (0.68***) (0.58***) R2 0.36 SQ (0.20) 0.24 0.29 0.32 PI (0.23) (0.46) (0.50) Note: 1. PV for predictor variable; DV for dependent variable 2. *** p < 0.001; ** p < 0.01; * p < 0.05 3. The values in parentheses for female Discussion and conclusions Our study shows that (1) reputation affects purchase intention; (2) reputation can be positive or negative depending on the level of retailers’ relative low price; (3) service quality plays a significant role in the relationships among reputation, relative low price, and purchase intention. Reputation for purchase intention Reputation is an important consideration during the purchasing decision process. It suggests that retailers should build positive reputations, not only for their own sake, but also because positive reputations may benefit to company. On the other hand, poor reputations may harm decrease consumers’ purchasing intentions. The moderating role of relative low price Consumers are concerned with relative low price for the chain store’s services or products. By a desire to pay lower prices for products sold by reputable chain stores, consumers can have higher purchasing intentions. Therefore, relative low prices not only increase consumer purchasing intention but also significantly benefit the reputable chain store, if consumers are aware of the store. The mediated-moderating role of service quality Our results suggest that service quality partially mediates the influence of interaction (i.e., reputation × relative low price) on purchase intention, indicating that service quality is needed for a retailer to enhance consumers’ purchasing intentions through a combination of chain store reputation and relative low price. With ever-changing Web Journal of Chinese Management Review • Vol 18 • No 3 11 expectations, consumers want more from the process of purchasing. Consumers will reward superior service quality with a higher willingness to buy chain store products. In this highly competitive age of e-commerce, delivering service quality through brick-and-mortar stores is an imperative strategy for success, and possibly plays a more important role than do low prices. Although male may not want to purchase a product based on its relatively low price, they do want to do so if there is a superior service quality involved. Service quality associated with service operations is achieved through a series of initiatives that may include consumer relationship management, relationship marketing, and consumer interaction routines as well as deep embedding of a combination of both reputation and relative low price. Superior service quality requires knowledgeable and well-mannered service personnel and a consumer-oriented business strategy. In particular, the characteristics of the chain store sometimes result in inconsistent service quality among each of the different stores; such characteristics may include taking a long time to locate new products, having incomplete information, lacking in sufficient interaction, and missed or late responses. Hence, developing capabilities for consistent service quality and implementing consumer service practices require significant time and strategy building, making it easy for consumers to want to purchase products. The issue of gender differences Gender as a salient and conspicuous indicator, allows service representatives to distinguish consumers’ characteristics easily and to provide tailored services. Male and female are different in psychologically (Tannen, 1994). In this study, gender differences affect the impact of service quality on the relationships among reputation, relative low price, and purchase intention. According to Table 2 and Table 3, only female’s purchasing intentions were enhanced by relative low price, while male’s purchasing intentions were enhanced via service quality. This result indicates that females prefer relative low price, whereas males focus more on the service quality. Male consumers hope to feel free to ask and spend time talking and hearing information about the products what they are buying. With superior customer service, male consumers are emotionally-oriented. That is, females are more likely to buy products for low prices while males tend to buy products for the superior service quality of store personnel involved. Contrary to female consumers, who are traditionally sophisticated consumers in products, male consumers often feel uncertain during the process of purchasing cosmetics and skincare. Therefore, service quality is important factor in male’s purchasing process. Web Journal of Chinese Management Review • Vol 18 • No 3 12 Managerial implications Firstly, retailers should emphasize building and maintaining a superior reputation, as consumer responses to a given offering are highly correlated with the consumers’ opinions of the company’s reputation. Retailers can have greater market responsiveness to advertising programs and word-of-mouth advertising when the reputation is positive and consistent with the company information regarding its product and service offerings. In addition, retailers should collect consumers’ feedback on current service offerings. For example, many retailers use e-mail to contact and collect data from consumers, thereby having good reputations by spreading information through the Internet and mass media. Secondly, retailers should use price-promotional strategies to convey discounts or price cuts. The findings suggest that retailers could attract consumers, especially female, with alternating price promotions, such as discounts, rebates, and coupons that generate purchase intentions. It is imperative for retailers to establish positive reputations, create suitable prices, and deliver promised customer services to consumers. Thirdly, before beginning service quality programs, retailers should focus on improving service personnel’s service skills and implementing superior-quality services. Training and recognition are essential for enhancing service personnel proficiency for service delivery and customization. Frontline service personnel take on the role of both sales persons and production workers, and thus require combined skills in serving consumers because the marketing of cosmetics and skincare needs knowledgeable and courteous. Service personnel should be trained on how to recognize important cues from consumers, allowing the categorization of consumers with varying needs and desires. Fourthly, retailers should allocate more service resources to their consumer service programs and campaigns. They should meet or exceed consumer expectations and foster closer relationships with consumers to generate their purchase intentions. The results can help retailers design advertisements that contain a message about the relative low price and high service quality. Consumers will then perceived lower risk and will be more likely to purchase the product. Finally, retailers should be encouraged to train service personnel. Based on the gender attribute, gender enables chain stores to plan their service strategies and training programs effectively. If male perceive a high price difference between two competing products, this would provide an opportunity for retailers to differentiate their product/service qualities. Then, service personnel would feel more comfortable serving consumers. Limitations and future research This research is restrained by one limitation. All of the examined consumers were Web Journal of Chinese Management Review • Vol 18 • No 3 13 selected from a single retailer. Other well-known retailers in Taiwan should also be investigated. The generality of research model and findings to other retailers would require further examination. For future research, researchers should re-investigate other issues with respect to service design, brand management, consumer attitudes and behaviors. It is very imperative for retailers to focus on online customer experiences. The question of what consumer values during their online shopping could be considered in future research. Additionally, different reputable chain store activities could result in different consumer responses (see Figure 2). Thus, the opportunity for future research is to identify the dimensions along which consumption styles are evaluated. For example, the issues could be specified the impulse-buying and rational-buying behaviors in reputable and non-reputable chain stores. We suggest that future studies attempt to understand the consumption styles of consumers and understand how chain stores could utilize such shopping processes effectively. Web Journal of Chinese Management Review • Vol 18 • No 3 14 References Bitta Della, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18(4), 416–427. Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: Concepts, methods and strategies. Upper Saddle River, NJ: Prentice-Hall. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27. Cao, Y., Gruca, T. S., & Klemz, B. R. (2003–4). Internet pricing, price satisfaction, and customer satisfaction. International Journal of Electronic Commerce, 8(2), 31–50. Chen, J. S., Ching, R. K. H., & Tsou, H. T. (2009). Multi-channel store image and the effects on purchase intention. Service Industries Journal, 29(9), 1215–1230. Chin, W. W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1). Churchill, Jr., G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. Coye, R. W. (2004). Managing customer expectations in the service encounter. International Journal of Service Industry Management, 15(1), 54–71. Ding, D. X., Hu, P. J. H., Verma, R., & Wardell, D. G. (2010). The impact of service system design and flow experience on customer satisfaction in online financial services. Journal of Service Research, 13(1), 96–110. Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. Froehle, C. M. (2006). Service personnel, technology, and their interaction in influencing customer satisfaction. Decision Sciences, 37(1), 5–38. Goldsmith, R. E., & Flynn, L. R. (2005). Bricks, clicks, and pix: Apparel buyers’ use of stores, Internet, and catalogs compared. International Journal of Retail & Distribution Management, 33(4), 271–283. Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand Web Journal of Chinese Management Review • Vol 18 • No 3 15 name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331–353. Grewal, D., Munger, J. L., Iyer, G. R., & Levy, M. (2003). The influence of Internet-retailing factors on price expectation. Psychology & Marketing, 20(6), 477–493. Ho, T. H., Tang, C. S., & Bell, D. R. (1998). Rational shopping behavior and the option value of variable pricing. Management Science, 44(12-part-2), 145–160. Inman, J., & McAlister, L. (1993). A retailer promotion policy model considering promotion signal sensitivity. Marketing Science, 12(4), 339–356. Jang, S., & Young, N. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research, 62(4), 451–460. Liao, H., & Chuang, A. (2004). A multilevel investigation of factors influencing employee service performance and customer outcomes. Academy of Management Journal, 47(1), 41–58. Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18. Margulies, W. P. (1977). Make the most of your corporate identity. Harvard Business Review, 55(4), 66-74. Montgomery, D. B. (1975). New product distribution: An analysis of supermarket buyer decisions. Journal of Marketing Research, 12(3), 255–264. Nunnally, J. C. (1978). Psychometric Theory (2nd Edition), New York: McGraw-Hill. Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. Pavlou, P. A., & EI Sawy, O. A. (2006). From IT leveraging competence to competitive advantage in turbulent environments: The case of new product development. Information Systems Research, 17(3), 198–227. Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37–59. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Web Journal of Chinese Management Review • Vol 18 • No 3 16 method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. Raghubir, P. & Corfman, K. (1999). When do price promotions affect pre-trial brand evaluations? Journal of Marketing Research, 36(2), 211–222. Schwaiger, M. (2004). Components and parameters of corporate reputation – An empirical study. Schmalenbach Business Review, 56, 46–71. Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223–245. Tannen, D. (1994). Talking from 9 to 5: How women's and men's conversational styles affect who gets heard, who gets credit, and what gets done at work. London: Virago. Thomas, D. R. E. (1978). Strategy is different in service business. Harvard Business Review, 56, 158−165. Weiss, A. M., Anderson, E., & MacInnis, D. J. (1999). Reputation management as a motivation for sales structure decisions. Journal of Marketing, 63(4), 74−89.