The impact of digital household budgets on online purchase decision-making processes

IF 4.4 3区 管理学 Q2 BUSINESS
Florian Skwara, Luca Wienert
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引用次数: 0

Abstract

Recent literature found positive effects of digital household budget feedback when used over longer timespans. This current study, in turn, investigates whether digital budget feedback also influences consumer behavior in single online purchase decisions. The related research question states: Do transparent technology-mediated household budgets influence consumers' willingness to pay and payment pain in single, individual online purchase decision processes? The underlying study used a quantitative-, mixed-design approach and simulated online purchases for one hedonic and one utilitarian product. Three hundred fourteen study subjects were assigned to either a control group or one of three treatment groups manipulated with specific budget statuses to examine differences in consumer reactions. Critical measures of willingness to pay and payment pain have been taken to analyze potential significant effects. Results found significant differences in consumer willingness to pay and payment pain between and within groups concerning both products. The study could, however, not confirm differences to occur between utilitarian and hedonic purchases. The findings extend existing literature by demonstrating that consumers adjust their online spending based on individual household budget feedback. Consumers that wish to align spending with their current budget status might thus rely on app-mediated budget updates. At the same time, marketers could offer individualized pricing offers to consumers based on situational budget status information.

Abstract Image

数字家庭预算对网购决策过程的影响
最近的文献发现,数字家庭预算反馈在较长时间内使用时会产生积极影响。本研究则探讨了数字预算反馈是否也会影响消费者的单次网购决策行为。相关研究问题如下以透明技术为媒介的家庭预算是否会影响消费者在单次个人网购决策过程中的支付意愿和支付痛苦?相关研究采用定量混合设计方法,模拟了一种享乐型产品和一种功利型产品的网购。314 名研究对象被分配到一个对照组或三个处理组中的一个,处理组采用特定的预算状况来研究消费者反应的差异。对支付意愿和支付痛苦进行了关键测量,以分析潜在的重大影响。结果发现,在两种产品的组间和组内,消费者的支付意愿和支付痛苦存在明显差异。然而,研究无法证实功利性购买和享乐性购买之间存在差异。研究结果扩展了现有文献,证明消费者会根据个人家庭预算反馈调整其在线消费。因此,希望根据当前预算状况调整消费的消费者可能会依赖以应用程序为媒介的预算更新。同时,营销人员可以根据情景预算状态信息为消费者提供个性化的价格优惠。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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