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http://dx.doi.org/10.15207/JKCS.2019.10.11.283

The Effect of Uncertainty Avoidance on Purchase Deferral Intention in Online Shopping : The Moderating Effect of Consumption Values  

Kim, Eun-cheol (Department of Psychology, Daegu University)
Kim, Da-young (Department of Psychology, Daegu University)
Kim, Pu-reum (Department of Psychology, Daegu University)
Kang, Do-yoon (Department of Psychology, Daegu University)
Park, Euna (Department of Psychology, Daegu University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.11, 2019 , pp. 283-288 More about this Journal
Abstract
This study investigated how consumer's uncertainty avoidance affect purchase deferral intention when purchasing high-involved products (i.e. laptops) in online shopping, and we looked at whether utilitarian/hedonic consumption value has a moderating effect in this relationship. Results showed the higher the uncertainty avoidance, the higher the deferral intention. Also, only the utilitarian consumption value had moderating effect in this relationship. This means that in an information overload situation like online shopping, consumers are more likely to delay their purchase intention when they have more uncertainty avoidance. Thus, to prevent this purchase delay, marketers should selectively present relative product information, strategically emphasize the importance of certain product attribution to reduce consumers' uncertainty of the product or highlight the utilitarian values of product attributes that are expected to have a significant impact on decision making.
Keywords
Online Shopping; Uncertainty Avoidance; Utilitarian Consumption Value; Hedonic Consumption Value; Purchase Deferral Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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