The Impact of Price Sensitivity on Purchase Intentions in Modern Retails: The Mediating Role of Consumer Emotional Response

Abstract

This study investigated the relationship between price sensitivity and purchase intentions in contemporary retail, focusing on the emotive response of consumers. This study investigates pricing sensitivity, customer emotive response, and purchase intents using the Stimulus Organism Reaction (SOR) paradigm, which asserts that external stimuli influence customers' interior perceptions and behaviour. 341 contemporary retail consumers in Abbottabad, Pakistan were surveyed. Using EFA, CFA, and SEM, the measurement model and hypotheses were validated. Purchase intentions are negatively correlated with price sensitivity. Pricesensitive customers are less likely to purchase. Emotional reactions of consumers have a positive effect on their purchase intentions, highlighting the significance of emotion in consumer decisionmaking. Consumer sentiment mediates the relationship between price sensitivity and purchase intentions. This indicates that emotional responses affect price sensitivity and purchasing intentions. The study can be utilized by retailers to develop pricing and marketing strategies that increase purchase intent. This can be accomplished by targeting price-sensitive customers and eliciting positive emotions. This study investigates the price sensitivity, emotive response, and purchase intentions of customers. This study advances the scholastic understanding of consumer behaviour in modern retail and literature.