Intermarket Patronage Revisited: The Relationship Between Relative Perceived Quality and Relative Perceived Sacrifice
Gooding, Sandra K. Smith
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https://hdl.handle.net/2142/72306
Description
Title
Intermarket Patronage Revisited: The Relationship Between Relative Perceived Quality and Relative Perceived Sacrifice
Author(s)
Gooding, Sandra K. Smith
Issue Date
1992
Doctoral Committee Chair(s)
Sudman, Seymour
Department of Study
Business Administration
Discipline
Business Adminstration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Health Sciences, Health Care Management
Abstract
Past research on intermarket patronage has focused on either the characteristics of the market (e.g. distance, population) or of the consumer (e.g. demographics, psychographics). As a result, a comprehensive explanation of outshopping behavior has yet to be provided. This dissertation research seeks to incorporate recent insights into consumers' quality perceptions, along with knowledge gained from former outshopping studies, into a general framework designed to more fully explain intermarket patronage.
This framework is based on the proposition that the decision to outshop results from a comparison of the relative prepurchase perceived quality and the relative perceived effort associated with alternative shopping locations. Based on this theoretical framework, seven hypotheses are developed.
The empirical testing of these hypotheses is accomplished in the hospital industry. A survey of 500 residents of five southern counties in Illinois provides evidence substantially supporting the majority of the hypotheses. Relative prepurchase perceived quality and relative perceived sacrifice do contribute significantly to an expanded explanation of intermarket patronage.
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