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The defense date of the thesis is 2014-02-10
The current date is 2019-07-18
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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 Date of Defense 2014-01-09 Date of Submission 2014-02-10