Do Consumers Wıth Hıgh Need For Unıqueness Pay More? A Study Of The Relatıonshıp Between Consumer Need For Unıqueness (Cnfu) And Wıllıngness To Pay (Wtp)
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Tarih
30 Eylül 2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
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Suat Teker
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Purpose- The main objective of this study is to understand the impact of Consumer Need for Uniqueness (CNfU) on purchasing behavior.
This impact is examined from a Willingness to Pay (WTP) perspective and it is aimed to understand whether and how CNfU is related with
creating a consumer surplus for the brands.
Methodology- The paper uses survey-based data and a combination of statistical techniques, such as Exploratory Factor Analysis (EFA),
Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). 376 participants responded to the survey shared online. Their
behavior was measured by their past purchase behavior, which is, choosing a Vespa scooter or choosing a Honda scooter showing their
willingness to pay more for a scooter.
Findings- It is revealed that creative choice counter conformity has positive influence on willingness to pay more for a prestigious motorcycle
brand (buying a Vespa scooter instead of a Honda scooter, in this case). On the other hand, unpopular choice counter conformity and
avoidance of similarity has no effect on choosing between a prestigious and a conventional budget motorcycle.
Conclusion- Possible conclusions might be that; 1) Creative choice has a positive connotation to it compared to unpopular choice and
avoidance of similarity 2) avoidance of similarity and unpopular choice counter conformity tendencies may not have been activated by this
specific type of product 3) unconventional choice is not exclusively dependent on CNfU but some other factors such as sensation-seeking
and risk-taking. Lastly, the findings can definitely not be generalized to other products and services.
Açıklama
Anahtar Kelimeler
Consumer need for uniqueness, customer behavior, willingness to pay, CNfU, NfU
Kaynak
Research Journal of Business and Management
WoS Q Değeri
Scopus Q Değeri
Cilt
9
Sayı
3
Künye
Kılıc, A. S., & Duran, C. (2022). DO CONSUMERS WITH HIGH NEED FOR UNIQUENESS PAY MORE? A STUDY OF THE RELATIONSHIP BETWEEN CONSUMER NEED FOR UNIQUENESS (CNFU) AND WILLINGNESS TO PAY (WTP). Research Journal of Business and Management, 9(3), 172-183. https://doi.org/10.17261/Pressacademia.2022.1629
