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How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach

 

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Author: Yu, Yiqing
Zhu, Qinghua
Date: 2015
ISBN/ISSN: 9789036540568
Document type: Presentation
Abstract: This 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 gratification
Size: 209.2Kb
Format: PDF

URI: http://hdl.handle.net/11441/55258

DOI: 10.3990/2.337

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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