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What drives customers’ post-purchase price search intention in the context of online price matching guarantees

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  • Lin, Hsin-Hui
  • Tseng, Timmy H.
  • Yeh, Ching-Hsuan
  • Liao, Yi-Wen
  • Wang, Yi-Shun

Abstract

Using a research model based on customer value theory, this study investigates the determinants of customer post-purchase price comparison searches in the context of online price-matching guarantees (PMG). Data collected from 222 eligible respondents are tested against the proposed research model using partial least squares structural equation modeling (PLS-SEM). The results indicate two PMG characteristics, refund length and refund scope, influence utilitarian benefit (i.e., refund depth) and hedonic benefit (i.e., playfulness). These two benefits subsequently contribute to customer perceived value, which leads to price search intentions. This study pioneers the exploration of online PMGs and the determinants of customer post-purchase price search intentions. Several important theoretical and practical implications can be drawn from the findings to guide online retailers’ PMG strategies.

Suggested Citation

  • Lin, Hsin-Hui & Tseng, Timmy H. & Yeh, Ching-Hsuan & Liao, Yi-Wen & Wang, Yi-Shun, 2020. "What drives customers’ post-purchase price search intention in the context of online price matching guarantees," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919305740
    DOI: 10.1016/j.jretconser.2019.102015
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    1. Liu, Chih-Hsing & Dong, Tse-Ping & Vu, Ho Tran, 2023. "Transformed virtual concepts into reality: Linkage the viewpoint of entrepreneurial passion, technology adoption propensity and advantage to usage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Rokonuzzaman, Md & Iyer, Pramod & Harun, Ahasan, 2021. "Return policy, No joke: An investigation into the impact of a retailer's return policy on consumers' decision making," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Semila Fernandes & V.G. Venkatesh & Rajesh Panda & Yangyan Shi, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Post-Print hal-04455597, HAL.
    4. Ata Allah Taleizadeh & Alireza Mahmoudzade Varzi & Hadi Akbarzadeh Khorshidi & Mahsa Noori-daryan, 2024. "Retail pricing, cashback and refund decisions in a supply chain with e-shop and direct channels," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(2), pages 140-163, April.
    5. Kapoor, Anuj Pal & Vij, Madhu, 2021. "Following you wherever you go: Mobile shopping ‘cart-checkout’ abandonment," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Fernandes, Semila & Venkatesh, V.G. & Panda, Rajesh & Shi, Yangyan, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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