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Retail organizations are directly related to their consumers, and how they do it engages their customers Buy / Buy Intention. However, several product lines have technical characteristics that are not perceptible to the consumer, requiring the help of sellers who use the transactional motivation, placing themselves as mediating constructs between the image of the price level and the quality of the service. This article aims to measure whether the transactional motivation mediates the relation Image Price Level → Quality of Service. The results showed that the evaluated model has the predicted prediction characteristic and partial mediating ability.

MEDIAÇÃO MOTIVAÇÃO TRANSACIONAL: ESTUDO EXPLORATÓRIO POR MEIO DE EQUAÇÕES ESTRUTURAIS