The effect of low price guarantee on post-purchase search intention: Moderator role of price mavenism and shopping enjoyment

Signal theory assumes that all consumers are the same and they acted in a rational manner. However, studies on consumer behavior shows that consumers have different characteristics and accordingly they exhibit different behaviors. So, it assumed that consumers with different characteristics will react differently when faced with the LPG. For this reason different consumer characteristics have been taken into consideration while working on LPG. Studies investigating the impact of LPG policy on consumer perceptions and behavior are discussed consumer characteristics such as price consciousness and value consciousness. Because market mavenism previously not addressed within the scope of the DFG, this study investigated the impact of LPG on post-purchase search while examining moderator role of market mavenism to contribute to the literature. When we thought that shopping enjoyment reduces consumer search costs, we can say that consumers with high shopping enjoyment have more post-purchase search intentions faced with LPG. Thus, in this study we investigated the impact of LPG on post-purchase search while examining moderator role of shopping enjoyment.