Title: Perceptions of affordability: Their role in predicting purchase intent and purchase
Abstract: While consumer researchers have found that attitudes and purchase intentions are important predictors of purchase, they have neglected the role of affordability concerns that should be equally important. We examined the role of perceptions of affordability in predicting purchase intent and actual purchase. We found that (1) perceptions of affordability improve the prediction of purchase intent over and above that provided by attitude and subjective norms. Also, affordability perceptions are not mediated by attitude, but rather have a direct influence on purchase intention; (2) affordability perceptions also improve prediction of purchase over and above that provided by purchase intent, but only when consumers perceive the product to be relatively expensive. In addition, the effect of affordability perceptions on actual purchase is not mediated by purchase intent when the product is viewed as relatively expensive, but completely mediated by purchase intent when the product is viewed as more easily affordable; (3) perceptions of affordability moderate the attitude-intention, subjective norm-intention, and the purchase intention-purchase relationships.
Publication Year: 1997
Publication Date: 1997-09-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 48
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