8/2/2023 0 Comments Hedonic consumptionThe results confirmed our hypothesis that product category has a significant impact on purchase choice of products and mood can mediate this impact. We conducted three experimental studies to examine these research questions regarding the preference of consumers of hedonic (utilitarian) products when the price is low (high) and at different mood conditions in this purchase process. The secondary insight was to examine how mood can moderate this impact. The primary focus of this study was to examine how the price of the products influences the purchase behavior of consumers across hedonic and utilitarian categories under regulatory focus theory (RFT). Thus, researchers and practitioners are curious to know how purchase patterns are different under different conditions such as product category, price, feeling, and so on. Understanding the behavior of consumers and especially the purchase-related behavior has been a focus of research for the past decades. 5College of Management, Shenzhen University, Shenzhen, China.4Institute of Internet Industry, Tsinghua University, Beijing, China. 3School of Economics and Management, Tsinghua University, Beijing, China.2School of Economics and Management, East China Jiaotong University, Nanchang, China.1School of Economics and Management, China University of Petroleum-Beijing, Beijing, China.Shaoqiong Zhao 1, Pu Chen 2, Yan Zhu 3,4, Feng Wei 3,4* and Fangmei Liu 5
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