I will buy at my satisfying price or otherwise: The effects of attitudes and norms on bargaining intention

Bargaining Intention, Subjective Norm,  Bargaining Attitudes, Consumer Behavior

Abstract

Previous studies have found that bargaining is widely accepted in Asian countries, where consumers tend to negotiate for various reasons, primarily to obtain lower prices. Interestingly, bargaining is not only a common practice but also serves as a key method of communication between buyers and sellers in price negotiations. However, the factors that influence whether consumers engage in bargaining and the strength of their bargaining intentions remain unclear. In our study, we developed a research model by adapting these well-known behavioral intention theories to examine the effects of attitudes and norms on bargaining intention. Given that these theories align with the objectives of our study, our purpose is to investigate how consumers' bargaining attitudes and subjective norms influence their intention to bargain in Laos. Based on a survey of 450 respondents, our empirical results show that consumers with positive attitudes toward bargaining exhibit a significantly stronger intention to engage in it. Furthermore, cultural perceptions, acting as a subjective norm, positively and significantly influence consumers' bargaining intentions. Ultimately, the study concludes that both bargaining attitudes and subjective norms play a crucial role in shaping consumer bargaining intentions. In addition, our findings provide theoretical insights that align with existing models and suggest new opportunities for future research in this field.