The Moderating Effect of Customer Income and Brand Equity on the Relationship between Price and Customer Satisfaction

摘要

Based on prospect theory and classic satisfaction-dissatisfaction paradigm, the relationship between product purchase price and customer satisfaction is investigated by using online customer review score. The moderating effect of household income and brand equity is also considered and examine. We argue that the negative relationship between price and customer satisfaction is weakened as household income and brand equity increases. Empirical results support the positive moderating effect of brand equity. Our findings indicate that brand equity should be considered in the research about the effect of price on customer satisfaction. The theoretical and practical implications are also discussed.