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Title page for etd-0716111-102808


URN etd-0716111-102808 Statistics This thesis had been viewed 1789 times. Download 0 times.
Author Wan-ju Hsieh
Author's Email Address No Public.
Department Management Business Administration
Year 2010 Semester 2
Degree Master Type of Document Master's Thesis
Language zh-TW.Big5 Chinese Page Count 69
Title THE IMPACT OF SELF CONSTRUAL ON IMPULSIVE CONSUMPTION-FAMILY, FRIEND AND PRICE AS MODERATORS
Keyword
  • Price
  • Family
  • Impulsive consumption
  • Self-construal
  • Friend
  • Friend
  • Self-construal
  • Impulsive consumption
  • Family
  • Price
  • Abstract ABSTRACT
    According to the literature review, we found a few of the study on the impact of self construal on impulsive consumption. To explore the impact of self construal (Independent and Interdependent) on impulsive consumption, this research would discuss the moderating effects of vertical relationship- family, horizontal relationship -friend, and price. This research adopted two pretests and two main experimental tests. Pretest 1 found the impulsive product-chocolate and pretest 2 found the chocolate price (high/low). Experiment 1 adopted a 2 (self-construal: independent/ interdependent) x 2 (family: present and buy/absent) x 2 (price: high/low) between-subjects design. The participants included 223 students in Tatung University.
    Experiment 2 adopted a 2(self-construal: independent / interdependents) x 2(friend: present and buy/absent) x 2(price: high/low) between-subjects design. The participants included 238 students in Tatung University.
    The results of studies pointed out: (1) In experiment 1, Interdependent self construal displayed more impulsive consumption than independent self construal; in experiment 2, independent self construal displayed more impulsive consumption than interdependent self construal. (2) The presence of family / friend and bought the chocolate would moderate the impact of self construal on impulsive consumption. In the absent of family / friend, independent self construal displayed more impulsive consumption than Interdependent self construal; while in the presence of family / friend and bought the chocolate, interdependent self construal displayed more impulsive consumption than independent self construal. (3) Price would moderate the impact of self construal on impulsive consumption. In high price, interdependent self construal displayed more impulsive consumption than independent self construal; while in low price, independent self construal displayed more impulsive consumption than interdependent self construal.
    Advisor Committee
  • Ming-chuan Pan - advisor
  • Wen-cheh Hsieh - co-chair
  • Files indicate not accessible
    Date of Defense 2011-06-16 Date of Submission 2011-07-18


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