MEDIAÇÃO MOTIVAÇÃO TRANSACIONAL: ESTUDO EXPLORATÓRIO POR MEIO DE EQUAÇÕES ESTRUTURAIS

Heitor Lopes Ferreira; Maurício Alves Rodrigues Pugas; Leandro Alves Patah

doi:10.19177/reen.v11e01201879-101

Authors

Heitor Lopes Ferreira Universidade Nove de Julho - UNINOVE Universidade Federal de Mato Grosso - UFMT
Maurício Alves Rodrigues Pugas Universidade Nove de Julho - UNINOVE Universidade Federal de Mato Grosso - UFMT
Leandro Alves Patah Universidade Nove de Julho

DOI:

https://doi.org/10.19177/reen.v11e01201879-101

Keywords:

Price Image, Buy intention, Quality of Service.

Abstract

Retail organizations are directly related to their consumers, and how they do it engages their customers Buy / Buy Intention. However, several product lines have technical characteristics that are not perceptible to the consumer, requiring the help of sellers who use the transactional motivation, placing themselves as mediating constructs between the image of the price level and the quality of the service. This article aims to measure whether the transactional motivation mediates the relation Image Price Level ? Quality of Service. The results showed that the evaluated model has the predicted prediction characteristic and partial mediating ability.

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MEDIATION TRANSITIONAL MOTIVATION: EXPLORATORY STUDY THROUGH STRUCTURAL EQUATIONS

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