Back Issues 11-20

CONSUMER PURCHASE BEHAVIORS IN RELATION TO DISTINCT CULTURAL FACTORS AND PRODUCT ENHANCEMENT TYPE

Yen Hsu

The Graduate Institute of Design Science, Tatung University, Taiwan, R.O.C.

This email address is being protected from spambots. You need JavaScript enabled to view it.; This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study surveyed 400 respondents and analyzed the impacts of cultural factor variables such as “self- construal,” “regulatory focus,” and “product enhancement type” (PET) on consumers’ “replacement and purchase” (RP) behaviors. The mediating variables were “difference in enjoyment” and “mental book value”. The following findings were obtained: 1) An analysis of the self- construal type of respondents with distinct cultural characteristics under differing PETs revealed that respondents with independent self- construal were prone to RP behavior. 2) PET analysis showed that the RP decisions of respondents with distinct cultural characteristics were inclined toward general enhancement (GE). 3) When the type of PET was GE, regardless of the self- construal type, respondents with the regulatory focus trait were more prone RP behavior. 4) When the type of PET was focused enhancement, respondents with the regulatory focus trait were more inclined toward RP behavior.

Keywords: Cultural factor, self- construal, regulatory focus, product enhancement type

Attachments:

0956 Final.pdf

[ ]

125 kB