THE EFFECT OF SELF-CONSTRUAL ON WILLINGNESS TO PAY FOR EXPEDITED DELIVERY SERVICES MEDIATED BY SELF-REGULATION AND IMPATIENCE: EVIDENCE IN THE NETHERLANDS AND INDONESIA
The self-construal theory has been found as one of the underlying components in a shopper’s decision-making. Beyond that, abundant empirical studies also disclosed that self- regulation and impatience are linked to an individual's willingness to pay. Based on the shared connection among t...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/63791 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The self-construal theory has been found as one of the underlying components in a
shopper’s decision-making. Beyond that, abundant empirical studies also disclosed that self-
regulation and impatience are linked to an individual's willingness to pay. Based on the shared
connection among the variables mentioned earlier, this paper aims to investigate a serial
perspective from self-construal to consumer willingness to pay through self-regulation and
impatience. We conjecture that people with independent, rather than interdependent, self-
construals would exhibit relatively lower self-regulation, leading to higher impatience and
greater willingness to pay. Specifically, it is proxied by the willingness to pay for expedited
delivery services as the rate of online consumption has been developing in the last decades. From
186 total respondents, the study unfolds the evidence underpinning our propositions. In the
research process, we embrace divergent operationalization of self-construal through the country
and self-construal scale, the measure of self-regulation through Short Self-Regulation
Questionnaire (SSRQ), patience and impatience questionnaire, and consumer’s willingness to
pay for expedited delivery. |
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