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

• Main Author: Ismail Firdaus, Lazuardi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63791
• Institution: Institut Teknologi Bandung

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.