20.500.12556/DKUM-84017 Vpliv kontekstualnih dejavnikov nakupa na zaznave cenovne nepravičnosti in pritožbeno vedenje odjemalcev Influence of purchase context factors on price unfairness perceptions and consumer complaint behaviour V doktorski disertaciji se osredotočamo na zaznave cenovne nepravičnosti in njihov vpliv na pritožbeno vedenje odjemalcev v različnih kontekstih. Temeljni cilj doktorske disertacije je oblikovati in empirično preveriti model zaznav cenovne nepravičnosti. V okviru modela želimo pojasniti tudi vlogo čustev v tem kontekstu in njihov vpliv na vedenje odjemalcev. Model hkrati testiramo tudi ob pogojih visoke in nizke vpletenosti odjemalcev in ob upoštevanju interakcije mesta nakupa z mestom referenčne transakcije. Za dosego zastavljenih ciljev v teoretičnem delu disertacije najprej podrobno predstavimo cene in njihovo vlogo v marketingu. Posvetimo se tudi strategijam cenovnega razlikovanja in posebej izpostavimo izzive, ki jih za to področje predstavlja uporaba večkanalne strategije marketinških poti. Sledi podroben pregled literature na temo zaznavanja cen, ki predstavlja osnovo za razumevanje našega osrednjega koncepta: zaznane cenovne nepravičnosti. To opredelimo kot odjemalčeve zaznave pravičnosti, sprejemljivosti in razumnosti cenovnih razlik in nanje vezana čustva. Predstavimo še obstoječe pristope k merjenju tega koncepta in dosedanje ugotovitve o zaznavah cenovne nepravičnosti v večkanalnem okolju. Posvetimo se tudi preostalim ključnim konceptom pričujoče raziskave – čustvom, pritožbenemu vedenju in vpletenosti odjemalcev, ob tem pa pojasnimo tudi predhodna dognanja glede njihove povezanosti z zaznano cenovno nepravičnostjo. Na osnovi teoretičnega pregleda oblikujemo štiri glavne hipoteze, ki predvidevajo povezovanje vseh obravnavanih konceptov in tvorijo naš konceptualni model. Empirično preverjanje modela poteka skozi dve eksperimentalni študiji ob uporabi eksperimentalnih scenarijev. Analiza zbranih podatkov obsega deskriptivno statistiko in korelacijske analize, osrednji del pa temelji na modeliranju strukturnih enačb. Pri tem v prvi študiji zaradi njene pilotne narave in nekoliko manjšega vzorca uporabimo pristop MIMIC z metodo delnih najmanjših kvadratov (PLS-SEM), v drugi pa ob večjem vzorcu in z namenom testiranja teorije pristop SMM po kovariančni metodi (CB-SEM). Analize razkrijejo, da negativni čustveni odzivi na razliko v ceni vodijo do višje stopnje zaznane cenovne nepravičnosti, medtem ko pozitivni odzivi znižujejo stopnjo nepravičnosti (H1a). Samo negativni čustveni odzivi pa imajo pomemben vpliv na verjetnost pojavljanja pritožbenega vedenja – konkretno posrednega javnega pritožbenega vedenja in posrednega zasebnega pritožbenega vedenja (H1b). Pomemben dejavnik pritoževanja je tudi zaznana cenovna nepravičnost, ki vodi do višje verjetnosti neposrednega pritožbenega vedenja in višje verjetnosti posrednega zasebnega pritožbenega vedenja, vendar pa ob naraščanju zaznane nepravičnosti pada verjetnost javnega pritoževanja (H2). Preostali dve raziskovalni hipotezi ovržemo, saj ne vpletenost odjemalcev (H3) in ne interakcija mesta nakupa z mestom referenčne transakcije (H4) nimata vpliva na povezave med obravnavanimi konstrukti. This doctoral dissertation focuses on price unfairness perceptions and their influence on consumer complaint behaviour in different contexts. The main goal of the doctoral dissertation is to develop and empirically test the model of price unfairness perceptions. Within the model, we also aim to explain the role of emotions in this context and their influence on consumer behaviour. Also, we test the model under conditions of high and low consumer involvement and regarding the interaction of the place of purchase with the place of reference transaction. To achieve our goals, in the theoretical part of the dissertation we first thoroughly describe price and its’ role in marketing. We also addressed strategies of price differentiation and highlighted the challenges, put forth in this area by the adoption of a multichannel marketing strategy. This was followed by a detailed literature review on the topic of price perception, which forms the basis for understanding the central concept: perceived price unfairness. We defined the latter as consumers’ evaluations of fairness, acceptability and reasonability of prices or price differences and related emotions. Additionally, we described existing approaches to measuring this concept and previous findings on the perceptions of price unfairness in a multichannel environment. We also turned to the remaining key concepts of present research – emotions, consumer complaint behaviour and consumer involvement, while also presenting past findings on their relationship with perceived price unfairness. Based on our theoretical review, we formed our four main hypotheses, which suggest the interconnectedness of all concepts covered in this work and form our conceptual model. The empirical testing of the model was carried out through two experimental studies using experimental scenarios. Data analysis was comprised of descriptive statistics and correlational analysis, and the main part applied structural equation modelling. For the first study, due to its exploratory nature and somewhat smaller sample, we used the MIMIC approach with the method of partial least squares (PLS-SEM), while in the second study with a bigger sample and an aim to test our theory, we applied SMM approach and covariance-based method (CB-SEM). Our analysis showed that negative emotional reactions to price differences lead to higher levels of perceived price unfairness and that positive emotional reactions lower the level of unfairness (H1a). Only negative emotional reactions have a significant impact on the probability of indirect public complaint behaviour and indirect private complaint behaviour (H1b). Another important factor of complaining is perceived price unfairness, which leads to higher probabilities of direct complaint behaviour and higher probabilities of indirect private complaint behaviour but also lowers the probability of indirect public complaining (H2). We had to reject the remaining two research hypotheses since neither consumer involvement (H3) nor the interaction of the place of purchase with the place of reference transaction (H4) had any influence on the relationships between our constructs. Cenovna nepravičnost zaznavanje cen vedenje odjemalcev pritožbeno vedenje čustveni odzivi vpletenost odjemalcev večkanalni pristop modeliranje strukturnih enačb Price unfairness price perception consumer behaviour complaint behaviour emotional reactions consumer involvement multichannel approach structural equation modelling true true false D. Malc Slovenski jezik Angleški jezik Doktorsko delo/naloga 2023-03-29 13:45:22 2023-11-29 09:01:05 2023-11-30 03:08:49 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12:338.5(043.3) 174090755 DOK_Malc_Domen_2023.pdf DOK_Malc_Domen_2023.pdf 1 4A1D58B859A2ACB22C81C10FD07E7A72 a9cc162a96ca81189324a8481860254603815301a12da3c9a5b1865293310c4e 5894e4c5-7a49-11ee-ba68-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173944 Ekonomsko-poslovna fakulteta 0 0 0