How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach

Yiqing Yu; Qinghua Zhu

doi:10.3990/2.337

How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach

Yiqing Yu
, Qinghua Zhu

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

30 Downloads (Pure)

Abstract

This study explores the mechanism which triggers consumer's immediate gratification behavior. It is proposed that consumer's expectation of meaningful life transformation by acquisition of a product causes her perception of product hedonic and utilitarian value, which can further predict immediate gratification. The positive impact of perception of hedonic value on immediate gratification can be mediated by price sensitivity and moderated by materialism level. The structural model is established for further empirical analysis with PLSSEM approach. The model suggests different domain of transformation expectation may have conflicting impact on immediate gratification.

Original language	English
Title of host publication	Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling
Subtitle of host publication	The Conference for PLS Users
Editors	Jörg Henseler, Christian Ringle, José Roldán, Gabriel Cepeda
Place of Publication	Enschede
Publisher	University of Twente
Number of pages	6
ISBN (Print)	9789036540568
DOIs	https://doi.org/10.3990/2.337
Publication status	Published - 2015
Externally published	Yes
Event	2015 PLS User Conference: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users - Seville, Spain Duration: 16 Jun 2015 → 19 Jun 2015

Conference

Conference	2015 PLS User Conference
Country/Territory	Spain
City	Seville
Period	16/06/15 → 19/06/15

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10.3990/2.337

ArticleFinal published version, 209 KB

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Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users
Henseler, J., Ringle, C., Roldán, J. & Cepeda, G., 2015, Enschede: University of Twente. 414 p.
Research output: Book/Report › Book editing › Popular

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Cite this

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title = "How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach",

abstract = "This study explores the mechanism which triggers consumer's immediate gratification behavior. It is proposed that consumer's expectation of meaningful life transformation by acquisition of a product causes her perception of product hedonic and utilitarian value, which can further predict immediate gratification. The positive impact of perception of hedonic value on immediate gratification can be mediated by price sensitivity and moderated by materialism level. The structural model is established for further empirical analysis with PLSSEM approach. The model suggests different domain of transformation expectation may have conflicting impact on immediate gratification. ",

author = "Yiqing Yu and Qinghua Zhu",

year = "2015",

doi = "10.3990/2.337",

language = "English",

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editor = "J{\"o}rg Henseler and Christian Ringle and Jos{\'e} Rold{\'a}n and Gabriel Cepeda",

booktitle = "Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling",

publisher = "University of Twente",

address = "Netherlands",

note = "2015 PLS User Conference : 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users ; Conference date: 16-06-2015 Through 19-06-2015",

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Yu, Y & Zhu, Q 2015, How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach. in J Henseler, C Ringle, J Roldán & G Cepeda (eds), Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users. University of Twente, Enschede, 2015 PLS User Conference, Seville, Spain, 16/06/15. https://doi.org/10.3990/2.337

How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach. / Yu, Yiqing; Zhu, Qinghua.
Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users. ed. / Jörg Henseler; Christian Ringle; José Roldán; Gabriel Cepeda. Enschede: University of Twente, 2015.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

TY - GEN

T1 - How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach

AU - Yu, Yiqing

AU - Zhu, Qinghua

PY - 2015

Y1 - 2015

N2 - This study explores the mechanism which triggers consumer's immediate gratification behavior. It is proposed that consumer's expectation of meaningful life transformation by acquisition of a product causes her perception of product hedonic and utilitarian value, which can further predict immediate gratification. The positive impact of perception of hedonic value on immediate gratification can be mediated by price sensitivity and moderated by materialism level. The structural model is established for further empirical analysis with PLSSEM approach. The model suggests different domain of transformation expectation may have conflicting impact on immediate gratification.

AB - This study explores the mechanism which triggers consumer's immediate gratification behavior. It is proposed that consumer's expectation of meaningful life transformation by acquisition of a product causes her perception of product hedonic and utilitarian value, which can further predict immediate gratification. The positive impact of perception of hedonic value on immediate gratification can be mediated by price sensitivity and moderated by materialism level. The structural model is established for further empirical analysis with PLSSEM approach. The model suggests different domain of transformation expectation may have conflicting impact on immediate gratification.

U2 - 10.3990/2.337

DO - 10.3990/2.337

M3 - Conference contribution

SN - 9789036540568

BT - Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling

A2 - Henseler, Jörg

A2 - Ringle, Christian

A2 - Roldán, José

A2 - Cepeda, Gabriel

PB - University of Twente

CY - Enschede

T2 - 2015 PLS User Conference

Y2 - 16 June 2015 through 19 June 2015

ER -

How transformation expectation leads consumers to immediate gratification - A PLS-SEM approach

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Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users

Cite this