The Effect of Service Coupons on the Consumer Trade-Offs Between Price and Perceived Quality

Abstract

This study examines how service coupons influence the consumer trade-offs between price and perceived quality and, finally, how they affect consumer purchase intention. It also investigates the mediating role of the perceptions of performance and financial risks as well as the moderating effect of the service types (experience vs. credence services) on the determination of purchase intentions. The research model is tested by an experiment. The results are discussed in detail with future research implications.