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Moral Identity in Retail Markets

Krasonikolakis, Ioannis (2019) Moral Identity in Retail Markets. In: 2019 Academy of Marketing Science World Marketing Congress, July 9-12, 2019, Edinburgh, UK. (In press) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:75653)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
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https://easychair.org/smart-program/AMSWMC22/2019-...

Abstract

We are witnessing a rapid development in digital and innovative technologies and their application in omni-channel retailing. Such developments have entailed changes to consumer in-store shopping experience, which in turn, have been re-shaping consumer decision-making. As smartphones have become the norm of online shopping, the showrooming phenomenon has swayed the revenues of brick-and-mortar retailers. In this article, we investigate the impact of price perceptions and moral values on consumers’ purchase intentions in showrooming. Across three studies, we provide evidence for the joint effect of product price variation and consumers’ morality on purchase intentions. In the presence of a price matching policy, this joint effect is strong as consumers’ inferred motive is negative toward the retailer’s policy. In case of high price variation in the marketplace, price outweighs morality in forming purchase decision. Theoretical contributions and managerial implications are discussed.

Item Type: Conference or workshop item (Paper)
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ioannis Krasonikolakis
Date Deposited: 01 Aug 2019 15:38 UTC
Last Modified: 06 Feb 2020 04:19 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/75653 (The current URI for this page, for reference purposes)
Krasonikolakis, Ioannis: https://orcid.org/0000-0002-7421-5958
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