Yu, YiqingZhu, Qinghua2017-03-032017-03-032015Yu, Y. y Zhu, Q. (2015). How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach. En 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users (1-6), Sevilla: University of Twente.9789036540568http://hdl.handle.net/11441/55258This study explores the mechanism which triggers consumer's immediate gratification behavior. It is proposed that consumer's expectation of meaningful life transformation by acquisition of a product causes her perception of product hedonic and utilitarian value, which can further predict immediate gratification. The positive impact of perception of hedonic value on immediate gratification can be mediated by price sensitivity and moderated by materialism level. The structural model is established for further empirical analysis with PLSSEM approach. The model suggests different domain of transformation expectation may have conflicting impact on immediate gratificationapplication/pdfengAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/ExpectationImmediate gratificationMaterialisminfo:eu-repo/semantics/conferenceObjectinfo:eu-repo/semantics/openAccesshttps://doi.org/10.3990/2.337