The Impacts of Threat Emotions and Price on Indonesians’ Smartphone Purchasing Decisions

• 발행기관: 한국유통과학회
• 저자명: Mahir PRADANA Aditya WISNU
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.2, 1017~1023쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

This research aims to determine the effect of customers’ threat emotion and price on the decision to purchase a certain smartphone product. This study uses a quantitative method with a type of descriptive and causal research. It employs non-probability sampling with purposive sampling, with 385 respondents to answer the questionnaires. Data analysis techniques used descriptive analysis and multiple linear regression analysis. Based on the results of descriptive analysis of emotion, price and purchasing decisions are in sync with each other. The results of multiple linear regression analysis techniques indicate the threat emotion and brand trust are influential against the positive decision to purchase smartphone products. The magnitude of the influence of emotions and price have simultaneous effect on purchasing decisions and other decision variables, which are not included in this study, also play minor role in determining purchase intention, such as product quality, brand image and others. Partially, threat emotion and brand trust have a positive effect toward purchasing decisions. The magnitude of the highest influence was the one of price, then followed by emotional threats. The findings of this study suggest that psychological and behavioral effects also play important roles in determining customers’ purchase decision.

목차

1. Introduction

2. Literature Review

3. Research Methods and Results

4. Discussion

5. Conclusion

키워드

Marketing Purchase Decision Business Analysis Business Administration