Prediction Bias in Online Advance Purchasing: Temporal Distance and Mental Simulation as Moderators
| Autor: | Yun-Hui Cheng, 程云慧 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 With the booming of online retailing, online shopping has become the trend for consumer buying. Among various shopping modes, advance purchasing is becoming a popular marketing practice most e-tailers have launched for make-to-order business. An advance purchasing, however, involves certain degrees of mental simulation in evaluating how long it will take to wait for the arrival of order, which in turn affects the decision of advance purchase. The psychological evaluation would contribute to consumer prediction bias and it would be subject to the types of advance purchase varied by goal-directed or navigational initiatives. To address these issues, this research aims to explore whether different types of advance purchasing will lead to consumer prediction bias to different extent. Also, the moderating roles of mental simulation and construal level by temporal distance in alternating the effect of advance purchasing on prediction bias are examined. The results based on valid responses show that navigational advance purchasing behavior is positively associated with affective forecasting bias. In addition, the navigational consumers will have more affective forecasting bias in the distant future than near future. Besides, the navigational consumers will have more affective forecasting bias in the high outcome simulation than low outcome simulation. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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