Imagem de preço de loja no contexto omni-channel e a intenção de recompra

Abstract

Omni-channel generates integration of multiple environments to improve customer interaction with the retailer. These transformations of the retail industry have been largely influenced by the internet and the new purchase channels. In this context, store price image formation depends on the subjective beliefs and feelings that the customer associates with a particular retailer. The originality of this study lies in assuming that the value dimensions, which represent the omni-channel, impact on the store price image dimensions. In this study omni- channel was measured through channels and the store price image, as an overall store view for both physical and virtual environments. Therefore, this research project aims to verify the relation between hedonic value, utlitarian value and channel integration regarding the low price level perception and price fairness as determining factors for the repurchase intention. The hypotheses tests, which included the study of direct and indirect relationships, as well as, the moderations were performed using the partial least squares-path modelling and with the support of the Process plugin. The model sample includes 346 customers, university students who had experienced retail purchases in the fashion retailer. The results show that the proposed Theoretical Model presented satisfactory adjustment indexes. The theoretical contributions of this study were the validation of the proposed hypothesized relationships, as well as the non-confirma tion of some hypotheses, which was also understood as a theoretical contribution. As managerial contributions in the omni-channel context, hedonic value contributes to companies improving consumers' repurchase intention. In addition, retailers can operate at the highest price levels without negatively impacting on repurchase intention. The utilitarian value contributes to buying clothes quickly, with no delays and making the purchase in only one place, it is not an essential factor for customers to repurchase, in different channels of the company. However, this relationship of utilitarian value related to other constructs was validated when the evaluation certainty is entered, which reinforces that retailers operating in integrated hannels help customers avoid confusion and perceived uncertainty by developing consistent assessments of retail prices. Therefore, retailers with higher market price positions enable the creation of positive and superior performance, whichmakes companies more profitable in the omni-channel context, when it comes to value.