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URN etd-0722104-131752 Statistics This thesis had been viewed 3034 times. Download 1810 times. Author Yung-leng Chen Author's Email Address email@example.com Department Management Business Administration Year 2003 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 111 Title THE INFLUENCE OF CONSUMERS' PUBLIC
SELF-CONSCIOUSNESS ON RESPONSES TO WAITING IN LINE— WITH GEANT AS AN EXAMPLE
Keyword RESPONSES TO WAITING IN LINE PUBLIC SELF-CONSCIOUSNESS PUBLIC SELF-CONSCIOUSNESS RESPONSES TO WAITING IN LINE Abstract While the extent of urbanization in Taiwan is higher and higher, people's life condition has been transformed: Consequently, on weekends, the phenomenon of huge crowds of people in hypermarkets is usual. In other words, consumers have to wait in line for settling accounts. However, we know that waiting in line is time-consuming, so when the waiting time is prolonged, there must be negative effect on firms. But different consumers have different responses. This may be related to consumers’ psychology. As we know public self-consciousness refers to a characteristic concern with one's self as a social object of others’ attention and is associated with greater attention and responsiveness to standards or expectations by which one's behavior and personal attributes may be evaluated by others. Hence, the purpose of this research is to investigate how consumers’ public self-consciousness disposition may explain the variability in their responses to a waiting situation. In this research, these waiting responses include consumers’ attentional focus on time, consumers’ causal attribution for waiting, consumers’ evaluation of service quality, and consumer complaining behavior.
The research subjects of this study were people who consume in Géant. This study employed Pearson correlation coefficient to examine whether consumers’ public self-consciousness disposition has significant relationship with the four waiting responses. Secondly, by using the simple regression method, the effects of consumers’ public self-consciousness disposition on the four waiting responses respectively were analyzed. And then multivariate analysis method was used to test mean-difference between high public self-conscious and low public self-conscious subjects.
The research findings are (1) consumers’ public self-consciousness disposition is not related significantly to consumers’ attentional focus on time. (2) consumers’ public self-consciousness disposition has positive significant relationship with consumers’ causal attribution for waiting, consumers’ evaluation of service quality, and consumer complaining behavior in each scenario, and this study shows high public self-conscious consumers have greater effects on these three waiting responses.
Advisor Committee Hsien-che Lee - advisor
Chia-chun Tung - co-chair
Nan-hong Lin - co-chair
Files Date of Defense 2004-07-09 Date of Submission 2004-07-22