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Net transaction value: Toward a unified theory of buyer decision-making

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Date Issued:
2005
Summary:
Buyer decision-making, a fundamental marketing activity, is studied from a variety of perspectives. This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a high involvement context. In making this calculation, the buyer deducts the costs anticipated from a transaction or transaction stream from its associated benefits. Benefits in the NTV equation reflect not only the product or service offering itself, but the monetary aspects of the transaction or purchase deal. Costs reflect the buyer's own self-imposed costs over and above price as well as those costs over and above price imposed by the seller on the buyer. This study uses the NTV model to develop and test the relationships between these benefit and cost variables and the buyer's perceptions of net transaction value. Results confirm that the buyer includes the benefits of the product or service offering itself and seller-imposed costs in the calculation of NTV. As a result, NTV provides a valuable tool for predicting and describing buyer decision-making.
Title: Net transaction value: Toward a unified theory of buyer decision-making.
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Name(s): Branchik, Blaine J.
Florida Atlantic University, Degree grantor
Shaw, Eric H., Thesis advisor
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Issued: 2005
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 340 p.
Language(s): English
Summary: Buyer decision-making, a fundamental marketing activity, is studied from a variety of perspectives. This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a high involvement context. In making this calculation, the buyer deducts the costs anticipated from a transaction or transaction stream from its associated benefits. Benefits in the NTV equation reflect not only the product or service offering itself, but the monetary aspects of the transaction or purchase deal. Costs reflect the buyer's own self-imposed costs over and above price as well as those costs over and above price imposed by the seller on the buyer. This study uses the NTV model to develop and test the relationships between these benefit and cost variables and the buyer's perceptions of net transaction value. Results confirm that the buyer includes the benefits of the product or service offering itself and seller-imposed costs in the calculation of NTV. As a result, NTV provides a valuable tool for predicting and describing buyer decision-making.
Identifier: 9780496919338 (isbn), 12121 (digitool), FADT12121 (IID), fau:9031 (fedora)
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): College of Business
Thesis (Ph.D.)--Florida Atlantic University, 2005.
Subject(s): Marketing research
Consumer behavior
Decision making
Business forecasting
Held by: Florida Atlantic University Libraries
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FADT12121
Sublocation: Digital Library
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.