EXAMINING THE RELATIONSHIPS AMONG THE DIMENSIONS OF PRICE PERCEPTION: A STUDY TOWARDS SMART PHONE CONSUMERS
Abstract
By investigating the concept of price perception,the purpose of this study is to examine the dimensions of price perception among each other and to reveal what extent these dimensions explain the concept. In order to achieve this aim, a survey was conducted on 633 smart phone users which were selected by the convenient sampling method. Research hypotheses were tested via structural equation modeling. According to the findings, all of the relationships among the dimensions were significant and positively except the relationships between price quality schema and value consciousness, price quality schema and price mavenism, prestige sensitivity and value consciousness. In addiditon, it was revealed that the most exploratory dimension of the concept was price consciousness
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