Development and Empirical Testing of Hypotheses
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After giving a comprehensive literature overview as well as an overview of relevant theories, this chapter focuses on the development of hypotheses and on the empirical testing of these hypotheses. This chapter is divided into two parts, first the influence of the unit price format on the consumers’ attitude towards individual products is analyzed. In the second part of the chapter, the influence of the unit price on the consumer’s attitude towards retailers is addressed.
KeywordsStructure Equation Modeling Product Category Purchase Intention Unit Price Price Processibility
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