The purpose of this paper is to analyse the impact of price related attributions on product involvement and the shopping intention at discount stores. According to results the all attributions can affect shopping intension in relation with how a customer involved with the product price attributions in discount stores. Tricks attribution has the strongest total effect. In this study, the authors used descriptive statistics and a questionnaire survey of 400 respondents from Iranian students of Islamic Azad University of Science and Research Branch. The SEM technique was used to test the direct and indirect impact of price related attributions on product involvement and shopping intentions. The impact of price related attributions has direct effect on Involvement with product and it can also increase the intention of shopping. The Tricks variable is the most important attribution of price that can effect on shopping intentions faster. As implication of this research, discount stores (hypermarkets) always focus on price level that is in competition with the other stores instead of all attributions together. A balanced model that can share attributions in direct connection on involvement of customers by products is contributed by this research.
Price related Attributions, Product Involvement, Shopping Intentions, Unfair Relations Attribution, Inferior Quality Attribution, Efficiency Attribution, Tricks Attribution
