首頁 > 網路資源 > 大同大學數位論文系統

Title page for etd-0210114-141205


URN etd-0210114-141205 Statistics This thesis had been viewed 857 times. Download 1 times.
Author Hsiu-yuan Cheng
Author's Email Address No Public.
Department Management Business Administration
Year 2013 Semester 1
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 136
Title THE EFFECT OF COUNTERACTIVE SELF-CONTROL ON PURCHASING INTENTION─ MOOD STATE AS A MODERATOR
Keyword
  • Self-control
  • Mood State
  • Purchasing Intention
  • Purchasing Intention
  • Mood State
  • Self-control
  • Abstract According to the researches from the domestic and foreign scholars, it is observed that there are not many studies that explored the relationship between the consumer’s counteractive construal of self-control and purchasing intention. Hence, the purpose of this research has not only explored the impact of consumer’s counteractive construal behavior on purchase intention, but also probed into the moderating effect of mood among accessibility of dieting goal and temptation availability on purchase intention.
      This research take 234 university students as the research objects and used a 2 (the accessibility of dieting goal: with a dieting goal vs. without a dieting goal) × 2 (temptation availability: temptation available vs. temptation unavailable) between-subjects design with the consumer’s mood state as the moderator to measure dependent variable - the consumers’ purchase intention.
      The results of this study are as follows. First, when consumer’s dieting goal is activated, consumers tend to have a lower purchase intention. Second, the consumers tend to have a lower purchase intention when provided free snacks for unlimited enjoying (temptation available). Third, there are significant interactions between the accessibility of dieting goal and temptation availability on purchase intention. Consumers with a dieting goal tend to have a lower purchase intention when provided free snacks for unlimited enjoying (temptation available). However, consumers without a dieting goal tend to have a lower purchase intention when they are under the condition of unavailable temptation.
    Advisor Committee
  • Ming-chuan Pan - advisor
  • Mei-fang Chen - co-chair
  • Wen-Chueh Hsieh - co-chair
  • Files indicate in-campus access at one year and off-campus not accessible
    Date of Defense 2014-01-09 Date of Submission 2014-02-10


    Browse | Search All Available ETDs