Autor(es):
Teresa Fernandes 
; João Proença
Data: 2013
Identificador Persistente: http://hdl.handle.net/10216/65838
Origem: Repositório Aberto da Universidade do Porto
Detalhes do Documento
Reassessing RM and Relationships in Consumer Markets: Emotion, Cognition and Co...
Descrição
This article shows the importance of consumer relationship intention and its cognitive and emotional motivations in the development of a relational approach in buyer–seller relationships in business-to-consumer settings. The article presents empirical research that used a cross-sectional survey of 222 consumers followed by discriminant analysis to highlight the fact that different relationships may exist in consumer markets. We found that cognitionbased motivations explain functional relationship outcomes and that emotion-based motivations explain higher forms of dedication to the provider, such as altruism, switching intentions, and acquiescence. The article shows that consumer proneness and motivations are highly significant in discriminating relationships.
This article shows the importance of consumer relationship intention and its cognitive and emotional motivations in the development of a relational approach in buyer–seller relationships in business-to-consumer settings. The article presents empirical research that used a cross-sectional survey of 222 consumers followed by discriminant analysis to highlight the fact that different relationships may exist in consumer markets. We found that cognitionbased motivations explain functional relationship outcomes and that emotion-based motivations explain higher forms of dedication to the provider, such as altruism, switching intentions, and acquiescence. The article shows that consumer proneness and motivations are highly significant in discriminating relationships.
Tipo de Documento
Artigo
Idioma Inglês
Idioma Inglês
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