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dc.contributor.authorKekec, Pinar
dc.date.accessioned2012-05-17T15:43:28Z
dc.date.available2012-05-17T15:43:28Z
dc.date.issued2012-05-17
dc.identifier.urihttp://hdl.handle.net/10464/4012
dc.description.abstractConsumption values and different usage situations have received extensive interest from scholars; however, there is a lack of understanding regarding how these two constructs interact when it comes to the purchase decisions of consumers. This study examines the relationship between consumption values, consumption situations, and consumers’ purchasing decisions in terms of their willingness to pay and the purchase quantity. First of all, my model proposes that all four consumption values and different situations have a positive effect on consumers’ willingness to pay as well as the quantity they purchase. It also proposes that varying usage situations moderate the effect of consumption values on consumers’ purchasing decisions. In my conceptual model, I have also integrated the epistemic and conditional values where there is a gap in the existing literature. Prior literature has isolated the consumption values when studying how they affect consumer behavior and has not examined how consumption situations moderate the relationship between consumption values and purchasing decisions. Also, the existing literature has mostly focused on how consumption values affect purchase intentions, brand loyalty, or satisfaction, whereas my study focuses on purchasing decisions. For my study, the participants were randomly chosen from the general wine consumer population and the age range was between 20 and 75, which included 83 male respondents and 119 female respondents. The data received from my respondents support my hypotheses for the model. In my final chapter, I discuss the theoretical and managerial implications as well as suggestions for future research.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectconsumptionen_US
dc.subjectvaluesen_US
dc.subjectsituationen_US
dc.subjectpurchasingen_US
dc.subjectdecisionsen_US
dc.titleUnveiling the Influence of Consumer Wine Appreciation Dimension on Purchasing Behavioren_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameM.Sc. Managementen_US
dc.degree.levelMastersen_US
dc.contributor.departmentFaculty of Business Programsen_US
dc.degree.disciplineFaculty of Businessen_US


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