Emotions and other related issues affecting purchase

• Main Author: Lau, Lorett Bo Ying
• Published: University of Leicester 1998
• Subjects: 658.3
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.696544

The purpose of this research was to assess the effects of Emotion and related issues: Cognition and the Subjective Norm on Purchase, and whether the Degree of Chineseness affects Emotion, Cognition and the Subjective Norm. An attempt was made to test a proposed model incorporating the above concepts. The methodology employed was through person-to-person interviews via public intercepts at the exits of Giordano and Bossini to people who were eighteen and above and had just visited one of these casual wear chain stores. Casual wear was just an "object" chosen as the item selected for "purchase" had to fulfil the criteria that both samples (Hong Kong and the China coastal city of Guangzhou) were familiar about and had an identical meaning. The systematic sampling technique was employed. The overall usable sample size was 563 (280 from Hong Kong and 283 from Guangzhou). On findings of the relationships between the dependent variable purchase and the independent ones of emotion, cognition, the subjective norm and the degree of Chineseness, hypothesis testing was performed by Regression analysis with t test significant at 0.05. On emotion, it was found that good mood significantly affected purchase in a positive way whereas bad mood resulted in the negative direction for both samples, with greater variations for Guangzhou. On cognition, there appeared to be no correlation with purchase. On the subjective norm, the variation very significantly accounted for the variation of purchase, especially so for Guangzhou people. These findings were consistent with the findings on the aspects of Chineseness relating to the influences of significant others. On the degree of Chineseness (DFC), as the author wanted to obtain a preliminary understanding of the interrelationships between the DFC and emotion, cognition and the subjective norm, the Pearson's Correlation Coefficient Matrix was performed. The results revealed that DFC was positively correlated with cognition, the subjective norm, but not with emotion (both good and bad moods).