STORE SHOPPING EXPERIENCE AND CONSUMER PRICE-QUALITY-VALUE PERCEPTIONS

This paper examines the effect of store shopping experience on consumer price, quality, and value perceptions in a retail setting. Hypotheses based on the means-end perspective, related research on shopping behavior, and the extant price-quality-value literature are supported in a field test using causal modeling. Most notably, the findings suggest that perceived store shopping experience is relatively more important than merchandise price or quality perceptions in explaining consumers' value perceptions of a retail store. Theoretical and managerial implications for assessing price-quality-value perceptions in a retailing context are discussed.