Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective

Lichtenstein, Donald R.; Netemeyer, Richard G.; Burton, Scot

doi:10.2307/1251816

Cited by 526 publications

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“…Value consciousness was conceptualized as a personality trait [17]. It was introduced as a distinct psychological construct antecedent of deal prone behavior like coupon proneness [17]. Situational traits, according to Mowen"s classification, are the unidemensional predispositions to behavior within a general situational context [8].…”

Section: Variety Seeking Tendency and Value Consciousness As Situamentioning

confidence: 99%

“…Items for measuring elemental traits (openness to experience, introversion, conscientiousness, need for arousal, and need for material resources) were adapted from scales developed by [8]. Variety seeking tendency was measured using an instrument taken from Baumgartner and Steenkamp [18], Value consciousness from Lichtenstein, Netemeyer, and Burton [17], while online buying impulsiveness, the surface trait, was adapted from Weun, Jones, and Beatty [19]. Items were measured using a five-point Likert scale with anchors ranging from strongly disagree (1) to strongly agree (5).…”

Section: Mathodsmentioning

confidence: 99%

“…Though bargain hunting is a common practice in online shopping, deal prone behavior cannot be fully explained without digging deep into underlining characteristic differences of individual consumers. Value consciousness was conceptualized as a personality trait [17]. It was introduced as a distinct psychological construct antecedent of deal prone behavior like coupon proneness [17].…”

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Personality Antecedents of Online Buying Impulsiveness

Chen¹,

Lee²

2015

JOEBM

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Abstract-The hierarchical relationships of personality traits related to online buying impulsiveness were empirically examined. The results show that three elemental traitsagreeableness, need for arousal, and need for material -are predictive of online buying impulsiveness. Middle level trait of value consciousness is mediating the effect of conscientiousness and negatively associated with the dependent variable. Index Terms-Online buying impulsiveness, trait theory, 3M model I. INTRODUCTIONOver the past decade, e-commerce has flourished and enjoyed a growth rate unrivaled by the traditional retail business. According to a report released by Taiwan"s Institute for Information Industry, domestic e-commerce reached NT$ 365 billion in 2012, a growth rate of 28.5% compared to the revenue of previous year. As more and more consumers turn to the Web as an indispensable source of price and products/brands information, the future of e-commerce seems even more promising. Therefore, studies on consumer behavior online are of great importance for both academic and practical researches.One of the underdeveloped areas in online consumer research is impulse buying behavior. It is widely accepted that rational shopping model could not explain the whole spectrum of people"s shopping motivations. In a more enjoyable shopping environment and with increased disposal incomes, consumers tend to shop more impulsively [1]. Moreover, impulse buying would be higher online compared to store shopping due to the normal evaluations of consumers are less of an inhibited factor [2].As to the determinants of consumers" online behavior, demographics variables and more mutable personal factors like individual attitudes and personal perceptions have been frequently studied, personality variables like traits, on the other hand, have been under-investigated [3]. Since personality studies have long been an important research tool for examining human behavior [4] and trait-factor theory became the primary basis of marketing personality research [5], some personality traits related to online buying impulsiveness will be examined in this study.The hierarchical approach will be employed in this research, which means, personality traits are interrelated hierarchically and classified by the degree to which they pervade behavior [6]. Traits of variety seeking and value consciousness are proposed to be two of the antecedents of Manuscript received November 10, 2013; revised January 9, 2014. Tsai Chen is with the Department of Communication, Fo Guang University, Yilan County, ROC (e-mail: tchen@mail.fgu.edu.tw).Ming Chang Lee is with the Department of Management, Fo Guang University, Yilan County, ROC (e-mail: lmj0055@gmail.com).online buying impulsiveness in the study. At the same time, the relationships between the two traits and more "broad" personality dispositions will be also subjected to empirical test. II. THEORETICAL BACKGROUND AND HYPOTHESES A. Trait HierarchyA trait is a temporally stable, cross-situational individual difference. Personality trai...

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Section: Variety Seeking Tendency and Value Consciousness As Situamentioning

confidence: 99%

Section: Mathodsmentioning

confidence: 99%

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confidence: 99%

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Personality Antecedents of Online Buying Impulsiveness

Chen¹,

Lee²

2015

JOEBM

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“…Recently, Lichtenstein, Netemeyer, and Burton (1990) argued that coupon responsive behavior is a manifestation of a number of latent psychological determinants. In relation to these underlying psychological variables, segments of consumers may exist, such as coupon prone shoppers, value conscious shoppers (Lichtenstein, Netemeyer, and Burton 1990), involved/activist shoppers, or routinized/brand loyal shoppers (Bawa and Shoemaker 1987) which exhibit differences in the extent to which coupons are used.…”

Section: Methodsmentioning

confidence: 99%

“…In relation to these underlying psychological variables, segments of consumers may exist, such as coupon prone shoppers, value conscious shoppers (Lichtenstein, Netemeyer, and Burton 1990), involved/activist shoppers, or routinized/brand loyal shoppers (Bawa and Shoemaker 1987) which exhibit differences in the extent to which coupons are used. Theories of coupon redemption behavior predict these segments to exhibit different patterns of associations of coupon usage and household demographic variables.…”

Section: Methodsmentioning

confidence: 99%

A mixture likelihood approach for generalized linear models

Wedel

DeSarbo

1995

Journal of Classification

254

155

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A mixture model approach is developed that simultaneously estimates the posterior membership probabilities of observations to a number of unobservable groups or latent classes, and the parameters of a generalized linear model which relates the observations, distributed according to some member of the exponential family, to a set of specified covariates within each Class. We demonstrate how this approach handles many of the existing latent class regression procedures as special cases, as well as a host of other parametric specifications in the exponential family heretofore not mentioned in the latent class literature. As such we generalize the McCullagh and Nelder approach to a latent class framework. The parameters are estimated using maximum likelihood, and an EM algorithm for estimation is provided. A Monte Carlo study of the performance of the algorithm for several distributions is provided, and the model is illustrated in two empirical applications.

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Influences on consumer response to direct mail coupons: An integrative review

Bawa

1996

Psychol. Mark.

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Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective

Cited by 526 publications

References 0 publications

Personality Antecedents of Online Buying Impulsiveness

Personality Antecedents of Online Buying Impulsiveness

A mixture likelihood approach for generalized linear models

Influences on consumer response to direct mail coupons: An integrative review

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