THE EFFECTS OF INDIVIDUAL DIFFERENCE AND BUYING SITUATION INTERACTIONS ON THE RISK REDUCTION STRATEGIES OF IN-HOME SHOPPERS.
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Title
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THE EFFECTS OF INDIVIDUAL DIFFERENCE AND BUYING SITUATION INTERACTIONS ON THE RISK REDUCTION STRATEGIES OF IN-HOME SHOPPERS.
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Identifier
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AAI8611354
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identifier
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8611354
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Creator
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KIRKPATRICK, JERRY.
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Contributor
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Leon G. .Schlffman
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Date
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1986
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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The theoretical framework of this study was person-situation interactionism. The research questions were: Do person or situation variables, or their interactions, explain more variation in in-home consumption behavior? How do person and situation variables interact to influence the risk reduction strategies of in-home shoppers? How do heavy in-home shoppers reduce their perceived risk and how do their strategies differ from those of light in-home shoppers?;The study was operationalized using a number of general psychological personality scales, several consumer-behavior-specific measures, and demographics. Buying situation was operationalized by presenting respondents with four possibilities: a jacket available by mail, a jacket available in a department store, a smoked turkey available by mail, and a smoked turkey available in the store. The design was a between-subjects, 2 x 2 x 2 factorial experiment. A six-page questionnaire was mailed to 2000 Massachusetts consumers who had recently bought from a clothing mail-order catalog.;Of the many ANOVAs that were run on the data, only 2.7% produced significant interaction terms that explained more variation than the main effects alone. For this reason, the basic hypothesis of interactionism is rejected. Of the significant interaction terms that did explain more variation than the main effects, the interactions were symmetrical and disordinal--meaning that the interaction effect is not an artifact of the measurement process.;The consumer-behavior-specific personality measures proved to be more reliable and better predictors of risk reduction strategy and purchase intention than the general psychological measures. The 23-item risk reduction strategy and the three-item inertia scales hold the greatest promise and should be tested further.;Risk reduction strategies did not discriminate heavy from light in-home shoppers. But in-home shoppers ranked the money-back guarantee as their primary risk reliever, whereas brand loyalty frequently appears at the top of the list in studies of in-store shoppers. Heavy in-home shoppers are middle aged, convenience-oriented, high in socioeconomic status, and have prior experience purchasing by mail as a child or teenager or have witnessed their parents doing so. Also, they are probably low risk perceivers and heavy risk reducers, although the relationship is not strong. (Abstract shortened with permission of author).
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
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Program
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Business Administration
