Proceedings of 8th Asian Business Research Conference 1 - 2 April 2013, Bangkok, Thailand, ISBN: 978-1-922069-20-7 Effects Of Classical and Operant Conditioning On Online Consumer Purchase and Repurchase Intention Yi Fen Chen and Jian Han Jiang Previous research has shown that people are influenced by product stimuli when making decisions. This study presents two studies examining the effects which classical conditioning and operant conditioning have on online consumer purchase and repurchase intentions. This work proposes two stages of an experiment. In the first and second stages, the research models are based on classical and operant conditioning stimulus. In the first stage, A 2 (classical conditioning: conditioning/ unconditioning) x 2 (product type: utilitarian/hedonic product) online experiment was conducted. Additionally, in the second stage, A 2 (operant conditioning: positive/negative reinforcement) x 2 (product type: utilitarian/hedonic product) x 2 (sales promotion: monetary/non- monetary) online experiment was conducted. The results showed that when consumers received classic and operant stimulus, their purchase repurchase intention can become significantly higher for hedonic products than for utilitarian products. Finally, when consumers received negative reinforcement stimulus, their repurchase intention did not become significant. JEL Codes: 1. Introduction Learning is a process of constant development, involving different stimulation and receiving immediate feedback. People continue to adjust to the situation under changing reactions. Previous studies defined learning as two stimuli, or a stimulus and a reaction, between the formation of the association or gain. Application studies regarding consumer behavior indicate that consumer behavior has changed because of learning. Mehrabian and Russell (1974) proposed that the framework of the basic structure of the implications for environmental stimuli (S) result in the organism’s emotional reaction (O), and further produce the behavior or aversion response (R). Scholars in the past have presented the stimulus-organism-response model according to environmental psychology. However, with the rise of the Internet, online shopping has seen the most rapid growth of all retail channels; more and more scholars have begun to submit research related to this phenomenon. Eroglu et al. (2001) indicated that online stores could not provide some of the incentives of general retail stores, including atmospheric factors such as smell for instance; however, other environmental stimulation factors can still be realized visually (such as the color, pictures, layout design and parts of the website that provide the audio stimuli to influence consumer psychological and behaviorial reactions. Kotler (1991) proposed that promotion is the continuous use of all kinds of incentive tools, most of which have a short-term nature; they are mainly used to stimulate and encourage consumers or dealers to make advance purchases or purchase more products. __________________________________________________________ Dr. Yi-Fen Chen, Chung Yuan Christian University, Taiwan. Email : [email protected]Jian Han Jiang, Chung Yuan Christian University, Taiwan. Email : [email protected]
Transcript
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Effects Of Classical and Operant Conditioning On Online
Consumer Purchase and Repurchase Intention
Yi Fen Chen and Jian Han Jiang
Previous research has shown that people are influenced by product stimuli when making decisions This study presents two studies examining the effects which classical conditioning and operant conditioning have on online consumer purchase and repurchase intentions This work proposes two stages of an experiment In the first and second stages the research models are based on classical and operant conditioning stimulus In the first stage A 2 (classical conditioning conditioning unconditioning) x 2 (product type utilitarianhedonic product) online experiment was conducted Additionally in the second stage A 2 (operant conditioning positivenegative reinforcement) x 2 (product type utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary) online experiment was conducted The results showed that when consumers received classic and operant stimulus their purchase repurchase intention can become significantly higher for hedonic products than for utilitarian products Finally when consumers received negative reinforcement stimulus their repurchase intention did not become significant
JEL Codes
1 Introduction
Learning is a process of constant development involving different stimulation and receiving immediate feedback People continue to adjust to the situation under changing reactions Previous studies defined learning as two stimuli or a stimulus and a reaction between the formation of the association or gain Application studies regarding consumer behavior indicate that consumer behavior has changed because of learning Mehrabian and Russell (1974) proposed that the framework of the basic structure of the implications for environmental stimuli (S) result in the organismrsquos emotional reaction (O) and further produce the behavior or aversion response (R) Scholars in the past have presented the stimulus-organism-response model according to environmental psychology However with the rise of the Internet online shopping has seen the most rapid growth of all retail channels more and more scholars have begun to submit research related to this phenomenon Eroglu et al (2001) indicated that online stores could not provide some of the incentives of general retail stores including atmospheric factors such as smell for instance however other environmental stimulation factors can still be realized visually (such as the color pictures layout design and parts of the website that provide the audio stimuli to influence consumer psychological and behaviorial reactions Kotler (1991) proposed that promotion is the continuous use of all kinds of incentive tools most of which have a short-term nature they are mainly used to stimulate and encourage consumers or dealers to make advance purchases or purchase more products __________________________________________________________ Dr Yi-Fen Chen Chung Yuan Christian University Taiwan Email fen1307gmailcom Jian Han Jiang Chung Yuan Christian University Taiwan Email zxc31387hotmailcom
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
There are two kinds of stimulus modes classical conditioning and operating restrictions Although different they also have some similar principles which can be applied such as in alternative classical conditioning and operation conditioning (Bandura amp Rosenthal 1966 Liebert Sprafkin amp Davidson 1982 Craig amp Weinstein 1965 Vaughn amp Lanzetta 1980) Previous scholars have mostly had discussions on individual consumers following the classical or operant conditioning stimulus response To date few studies have specifically investigated the moderating influence of the classical and operant conditioning on consumer purchase and repurchase intentions The purpose of this work is to examine the effects which classical conditioning and operant conditioning have on online consumer purchase and repurchase intentions This work proposes two stages of the experiment In the first stage the research model is based on a classical conditioning stimulus In the second stage the research model is based on the operating constraints of the stimulus This work presents two experiments and the results of this research are then discussed
2 Literature Review Learning is defined as the practice or experience of relatively lasting behaviorial change John (1913) proposed the Stimulus-Response (S-R) model peoplersquos learning is formed by stimuli and the response of the connection as well as the formation of such a coupling by enhancement the influence of factors such as practice affect peoplersquos behavior and attitudes Thorndike (1913) found another kind of restriction known as tool operant conditioning which enhances the learning behavior theory foundation
21Environmental Psychology
Environmental psychology is the study of the environment and peoples psychology and behavior the relationship between applied social psychology also called human ecology or ecological psychology In the earlier days environmental psychology-related literature mostly applied to the work environment living environment or the entertainment environment and human behavior During this early stage authors focussed less on the retail market environment and consumer purchase behavior research (Craik 1973) Johnrsquos (1913) Stimulus-Response(S-R) model points out that peoplersquos psychological reaction to change occurs through external environment information caused by stimulation Peoplersquos learning is caused by the relationship between the stimulus and response of the connection and the formation of the connection by enhancement practice the influence of such factors affects peoples behavior and attitudes Later Mehrabian and Russell (1974) used this theory to do further research and put forward the ldquostimulus-organism-response (S-O-R)rdquo model which became the model of environmental psychology The M-R model is used to study the influence of the main store environment on consumption The research discussed the physical environment which had a direct impact on the consumerrsquos in-store behavior Schultz Robinson and Petricon (1993) explained the promotion aimed at business representatives distributors or consumers as a direct stimulus or incentive to promptly increase sales volumes According to the above literature this study used Mehrabian and Russellrsquos (1974) S-O-R model for extension This work proposes classical conditioning and operant conditioning to stimulate consumers through the research on consumers emotions following the stimulation of the reaction
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
22 Classical Conditioning
The classical theory of conditioning was first proposed by the Russian physiologist Pavlov (Pavlov 1972) with dogs as subjects In the experiment a bell is rung after which food is given By repeating the test as the dogs heard the bell it would cause them to salivate this is a conditioned stimulation (ring) and an unconditioned stimulus (food) producing coupling Bruewer (Bruewer 1974) elaborated on the traditional classical conditioning hypothesis He explained that the repeated Conditioned Stimulus (CS) with Unconditioned Stimulus (US) in the unconscious state causes the Conditioning Stimulus to be triggered by a conditioned response (CR) Shimp (1991) also explained restricted learning as signifying that when an animal or human experiences the different environmentally-produced coupling the special stimulation produces new reactions one after another Gorn (1982) applied the classical conditioning experiment to consumer products He let subjects observe a slide show of different color pens (CS) while they listened to their favorite (UR) music (US) The results showed that when subjects heard pleasant music they formed a pen preference (CR) Classical conditioning theory can be used to understandexplain the effect of advertising according to Smith Feinberg and Burns (1998) As early as the 1970s classical conditioning theory was mentioned in the marketing field and was the accepted theory underlying the advertising-related process Gorn (1982) Nord and Peter (1980) also thought classical conditioning may change consumer preferences in TV advertising Allen Janiszewski (1989) and Dawson (1973) found that the successful restriction usually was accompanied by contingency awareness With the combined exposure of conditioning stimulus and unconditioned stimulus participants learn that a special unconditioned stimulus appears conditionally accompanied by a special conditioning stimulus This restrictionunconditioned stimulus pairing characteristic of the discrimination is called the accidental perception Associative learning refers to instances when animals or humans make connections among various events that take place in their environment (Shimp 1991) From the above literature we can understand the classical conditioning learning process comprising a restricted stimulation and unconditioned stimulus accompanied by repetition And we can trigger the conditioning stimulus by a restriction of the reaction model In the first stage of the study with the consumer product advertising stimulus we observed that consumers can restrict the stimulation and the associated unconditioned stimulus affecting consumersrsquo attitudes towards products and even the purchasing intention
23 Product Attitude
In the consumption behavior study attitude was regarded as a predictor of purchase intention and the buyerrsquos behavioral importance index (Riley Ehrenberg Castleberry Barwise and Barnard 1997) Fishbein and Ajzen (1975) defined attitude as how people stimulate specific consumer and affect their preferences for products Liu (2003) thought that product attitude can help to understand the consumer as it usually directly affects the purchase intention So product attitude is a key marketing strategy According to the above studies product attitude could reveal how consumers evaluate products to purchase what they want Thus this study hypothesizes that
H1 A conditioned group is positively influenced in regard to product attitude
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
2 4 Product Type utilitarian versus hedonic (classical conditioning)
Batra and Ahtola (1990) found that consumers perceive and evaluate products along two different dimensions utilitarian and hedonic Strahilevitz and Myers (1998) reported that hedonic products need attendant qualities such as fantasy happiness and fun Utilitarian products seek to meet basic needs or to complete functions or practical tasks Prelec and Loewenstein (1998) found that in hedonic products the main aspect is the enjoyment experience which is more difficult to assess and greater than the actual functional quantitative delivery benefits of utilitarian products Babin and Griffin (1994) divided consumer shopping into utilitarian and hedonic consumption values The practicality of consumer behavior was described as functional task-related and rational Usually this means a deliberately efficient way to buy the product Consumer value and emotional value of consumption are more subjective and personal and more frequently fun and playful rather than just related to completing a task therefore the emotional consumer value reflects the consumer shopping entertainment potential and emotional value Michael et al (2000) found that the preference utility properties would be used to carefully evaluate the attributes of each brand and the final integration on the assessment of the various attributes of each brand before forming brand preferences through rational decision-making tendencies When consumersrsquo demand is pleasure-driven their behavior is an emotional response or fantasy in order to satisfy an experiential need thus the consumers behavior is a subjective experience Consumers use the product to meet this stimulus catering to their self-confidence and fun-demand (Solomon 2002 Holbrook and Hirschman 1982) Hedonic demand does not only respond to external stimulus and reality (Holbrook and Hirschman 1982) so the process of consumption usually requires the product to provide excitement self-confidence and fantasy and focusing less on the actual performance of the commodity (Dhar and Wertenbroch 2000) Dhar and Wertenbroch (2000) found that consumers gave up the decision-making scenarios for feature situations Consumers would choose to keep the hedonic properties and abandon the contexts In the classical conditioning of the stimulation we know that the consumer attitude was influenced by the product type (utilitarianhedonic) Thus according to the above assumptions this study hypothesizes that
H2a A conditioned group will have a positive product attitude regarding a hedonic
product rather than a utilitarian product
H2b An unconditioned group results in a negative product attitude regarding a
hedonic product rather than a utilitarian product
25 Purchase Intention
Fishbein and Ajzen (1975) defined purchase intention which is the consumersrsquo subjective tendency regarding a commodity and confirmed that it can be used as an important index of consumer behavior Fishbein and Middlestadt (1995) found that consumer attitudes can be used to predict behavioral intentions Consumer attitudes have a positive influence on purchase intention (Dubeacute et al 2003 Morris et al 2002 Voss et al 2003) Accordingly the following hypothesis is proposed
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H3 Product attitude has a positive influence on purchase intention
26 Operant Conditioning
Skinner (1963) defined the participants through an external stimulation enhancement that can actively engage them in some behavior because the restricted operation mode is a kind of voluntary study course rather than a classical conditioning pattern it can explain the change of behavior The operant model is used in the promotional activities of the instance (Nord amp Peter 1980) According to the Foxall (1990) positive or negative influences are enhanced when individuals receive reinforcement such as the evaluations of others
27 Consumer Emotion
Organisms are the so-called intermediary under the stimulus of the environment they can be adjusted to respond via cognitive perception and emotions which interact with each other Mehrabian and Russell (1974) proposed the M-R model organism variables for consumers emotions Consumers receive environmental stimuli which lead to emotional changes There are three main kinds of emotional states pleasure arousal and dominance Pleasure refers to consumers feeling interested and enjoying an environment arousal refers to environmental stimuli causing consumers to experience mental excitement or invigoration domination is when consumers can feel external stimuli and that they are in control In the adjustment M-R model by using pleasure arousal and domination their relationship to avoidance behavior can be explored Donovan and Rossiter (1982) and Donovan et al (1994) found that pleasure determined the most powerful avoidance behavior for emotional factors With pleasant emotions and awakening emotions consumers will stay in the store longer and their purchase intention will be improved with the help of service personnel The extra time and money spent may also be increased by 12 on average Baker et al (1992) found that more than pleasure arousal and purchase intentions are positively correlated Fiore et al (2005) identified experiential value and utilitarian value as affecting consumer response variables (attitude and purchase intention) Eroglu et al (2003) found that website design links have a positive impact on the joy and excitement of interested buyersrsquo attitudes satisfaction and behavior Thus the following hypothesis is proposed
H4a Positive reinforcement has a positive influence on consumer pleasure and
arousal
H4b Negative reinforcement has a positive influence on consumer pleasure and
arousal
28 Product Type utilitarian versus hedonic (operant conditioning)
Past studies have pointed out that the product type will influence consumers emotional evaluation (Pham 1998) Raghunathan and Irwin (2001) pointed out that a hedonic product will have a significant impact on consumer evaluation unlike utilitarian products Consumers prefer hedonic products (Lim amp Ang 2008) Kempf (1999) also pointed out that the hedonic test evaluation and ultimately brand attitude arouse important decisive factors In addition regardless of the amount of involvement in the consumer products emotions affect their attitudes Therefore this research explores the different product function attributes and its influence on consumer emotions through different stimulations
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H5a A positive reinforcement results in higher consumer pleasure for a hedonic
product than for a utilitarian product
H5b A negative reinforcement results in higher consumer arousal for a hedonic
product than for a utilitarian product
29 Sales Promotion
Kotler (2000) pointed out that promotion includes a variety of incentive tools mostly short-term properties its main purpose is to stimulate the target customers or dealers for a particular product or service Campbell and Diamondrsquos (1990) are divided into promotional methods monetary and non-monetary The monetary method includes monetary performance products and price comparisons such as discounts coupons etc it is not easy to compare non-monetary product prices such as gifts door prizes etc Mela Gupta amp Lehmann (1997) in regard to the promotion and advertising of consumer brand behavior studied the long-term effects of the promotional tools dividing them into two categories price-oriented promotional tools (such as discounts future sales and discount coupons) and non-price-oriented promotional tools (eg merchandise display and ldquocomes with giftsrdquo promotions) Dodson Tyboutand amp Sterntha (1978) used price incentives to boost future re-purchases The results are in line with the self-perception of management theory (self-perception theory) When consumers purchase behavior resulting from promotions (external factors) is based on economic value and the formation of cross-trading and not on brand quality (internal factors) while causing consumer such behavior will lead to the purchase of promotional products repurchase probability will be lower during the non-promotional period Thus this research proposes the following hypotheses
H6a Positive reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
H6b A negative reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
210 Repurchase Intention
The repurchase Intention is an important indicator of marketing (Fornell 1992) Dodds amp Monroe (1985) proposed that the customerrsquos purchase intention is based on behavior propensity Folkes (1988) pointed out that repurchase involves a causal relationship By purchasing products or services customers expect to be reimbursed if the product or service fails to meet expectations this will affect subsequent behavior intention Kotler and Keller (2009) pointed out that when consumers purchase products or services they will experience some degree of satisfaction or dissatisfaction and their psychological changes will affect their subsequent conduct If the consumers are satisfied they will buy again or have a higher willingness to reuse this is called the repurchase intention which belongs to one of the conduct dimensions also known as the customers repeat patronage
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
The general measure of the dimensions of multi-repurchase intentions is divided into the two main categories repeat purchase and recommendations to others Therefore this study refers to the study of Kotler (1997) The Wong amp Sohal (2003) repurchase intention scale of this study is divided into repeat purchase word-of-mouth recommendations and recommendations to others This research proposes the following hypothesis
H7 Consumer pleasure and arousal have a positive influence on repurchasing
intentions
3 The Methodology and Model
31 Research framework-stage 1
The research framework is illustrated in Figures 311 and 312 In the first stage the classical conditioning was the independent variable and both classic conditioning and operant conditioning were manipulated Purchase intention was chosen as the dependent variable Product type affects consumer attitude and is a moderating variable Product type is defined as utilitarian or hedonic
Fig 311 Research framework-stage 1
32 Research framework-stage 2
The research framework is illustrated in Figure 321 In the second stage the operant conditioning was the independent variable Repurchase intention was chosen as the dependent variable Product type and sales promotion affect consumer emotion and are moderating variables Product type is defined as utilitarian or hedonic
Classical Conditioning
-Product Stimulus
Product Stimulus
-Conditioning
-Unconditioning
-Utilitarian
-Hedonic
Product Type
Consumer Attitude
Product Attitude
Consumer Decision
Purchase Intention
H2
H1
H3
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
There are two kinds of stimulus modes classical conditioning and operating restrictions Although different they also have some similar principles which can be applied such as in alternative classical conditioning and operation conditioning (Bandura amp Rosenthal 1966 Liebert Sprafkin amp Davidson 1982 Craig amp Weinstein 1965 Vaughn amp Lanzetta 1980) Previous scholars have mostly had discussions on individual consumers following the classical or operant conditioning stimulus response To date few studies have specifically investigated the moderating influence of the classical and operant conditioning on consumer purchase and repurchase intentions The purpose of this work is to examine the effects which classical conditioning and operant conditioning have on online consumer purchase and repurchase intentions This work proposes two stages of the experiment In the first stage the research model is based on a classical conditioning stimulus In the second stage the research model is based on the operating constraints of the stimulus This work presents two experiments and the results of this research are then discussed
2 Literature Review Learning is defined as the practice or experience of relatively lasting behaviorial change John (1913) proposed the Stimulus-Response (S-R) model peoplersquos learning is formed by stimuli and the response of the connection as well as the formation of such a coupling by enhancement the influence of factors such as practice affect peoplersquos behavior and attitudes Thorndike (1913) found another kind of restriction known as tool operant conditioning which enhances the learning behavior theory foundation
21Environmental Psychology
Environmental psychology is the study of the environment and peoples psychology and behavior the relationship between applied social psychology also called human ecology or ecological psychology In the earlier days environmental psychology-related literature mostly applied to the work environment living environment or the entertainment environment and human behavior During this early stage authors focussed less on the retail market environment and consumer purchase behavior research (Craik 1973) Johnrsquos (1913) Stimulus-Response(S-R) model points out that peoplersquos psychological reaction to change occurs through external environment information caused by stimulation Peoplersquos learning is caused by the relationship between the stimulus and response of the connection and the formation of the connection by enhancement practice the influence of such factors affects peoples behavior and attitudes Later Mehrabian and Russell (1974) used this theory to do further research and put forward the ldquostimulus-organism-response (S-O-R)rdquo model which became the model of environmental psychology The M-R model is used to study the influence of the main store environment on consumption The research discussed the physical environment which had a direct impact on the consumerrsquos in-store behavior Schultz Robinson and Petricon (1993) explained the promotion aimed at business representatives distributors or consumers as a direct stimulus or incentive to promptly increase sales volumes According to the above literature this study used Mehrabian and Russellrsquos (1974) S-O-R model for extension This work proposes classical conditioning and operant conditioning to stimulate consumers through the research on consumers emotions following the stimulation of the reaction
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
22 Classical Conditioning
The classical theory of conditioning was first proposed by the Russian physiologist Pavlov (Pavlov 1972) with dogs as subjects In the experiment a bell is rung after which food is given By repeating the test as the dogs heard the bell it would cause them to salivate this is a conditioned stimulation (ring) and an unconditioned stimulus (food) producing coupling Bruewer (Bruewer 1974) elaborated on the traditional classical conditioning hypothesis He explained that the repeated Conditioned Stimulus (CS) with Unconditioned Stimulus (US) in the unconscious state causes the Conditioning Stimulus to be triggered by a conditioned response (CR) Shimp (1991) also explained restricted learning as signifying that when an animal or human experiences the different environmentally-produced coupling the special stimulation produces new reactions one after another Gorn (1982) applied the classical conditioning experiment to consumer products He let subjects observe a slide show of different color pens (CS) while they listened to their favorite (UR) music (US) The results showed that when subjects heard pleasant music they formed a pen preference (CR) Classical conditioning theory can be used to understandexplain the effect of advertising according to Smith Feinberg and Burns (1998) As early as the 1970s classical conditioning theory was mentioned in the marketing field and was the accepted theory underlying the advertising-related process Gorn (1982) Nord and Peter (1980) also thought classical conditioning may change consumer preferences in TV advertising Allen Janiszewski (1989) and Dawson (1973) found that the successful restriction usually was accompanied by contingency awareness With the combined exposure of conditioning stimulus and unconditioned stimulus participants learn that a special unconditioned stimulus appears conditionally accompanied by a special conditioning stimulus This restrictionunconditioned stimulus pairing characteristic of the discrimination is called the accidental perception Associative learning refers to instances when animals or humans make connections among various events that take place in their environment (Shimp 1991) From the above literature we can understand the classical conditioning learning process comprising a restricted stimulation and unconditioned stimulus accompanied by repetition And we can trigger the conditioning stimulus by a restriction of the reaction model In the first stage of the study with the consumer product advertising stimulus we observed that consumers can restrict the stimulation and the associated unconditioned stimulus affecting consumersrsquo attitudes towards products and even the purchasing intention
23 Product Attitude
In the consumption behavior study attitude was regarded as a predictor of purchase intention and the buyerrsquos behavioral importance index (Riley Ehrenberg Castleberry Barwise and Barnard 1997) Fishbein and Ajzen (1975) defined attitude as how people stimulate specific consumer and affect their preferences for products Liu (2003) thought that product attitude can help to understand the consumer as it usually directly affects the purchase intention So product attitude is a key marketing strategy According to the above studies product attitude could reveal how consumers evaluate products to purchase what they want Thus this study hypothesizes that
H1 A conditioned group is positively influenced in regard to product attitude
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
2 4 Product Type utilitarian versus hedonic (classical conditioning)
Batra and Ahtola (1990) found that consumers perceive and evaluate products along two different dimensions utilitarian and hedonic Strahilevitz and Myers (1998) reported that hedonic products need attendant qualities such as fantasy happiness and fun Utilitarian products seek to meet basic needs or to complete functions or practical tasks Prelec and Loewenstein (1998) found that in hedonic products the main aspect is the enjoyment experience which is more difficult to assess and greater than the actual functional quantitative delivery benefits of utilitarian products Babin and Griffin (1994) divided consumer shopping into utilitarian and hedonic consumption values The practicality of consumer behavior was described as functional task-related and rational Usually this means a deliberately efficient way to buy the product Consumer value and emotional value of consumption are more subjective and personal and more frequently fun and playful rather than just related to completing a task therefore the emotional consumer value reflects the consumer shopping entertainment potential and emotional value Michael et al (2000) found that the preference utility properties would be used to carefully evaluate the attributes of each brand and the final integration on the assessment of the various attributes of each brand before forming brand preferences through rational decision-making tendencies When consumersrsquo demand is pleasure-driven their behavior is an emotional response or fantasy in order to satisfy an experiential need thus the consumers behavior is a subjective experience Consumers use the product to meet this stimulus catering to their self-confidence and fun-demand (Solomon 2002 Holbrook and Hirschman 1982) Hedonic demand does not only respond to external stimulus and reality (Holbrook and Hirschman 1982) so the process of consumption usually requires the product to provide excitement self-confidence and fantasy and focusing less on the actual performance of the commodity (Dhar and Wertenbroch 2000) Dhar and Wertenbroch (2000) found that consumers gave up the decision-making scenarios for feature situations Consumers would choose to keep the hedonic properties and abandon the contexts In the classical conditioning of the stimulation we know that the consumer attitude was influenced by the product type (utilitarianhedonic) Thus according to the above assumptions this study hypothesizes that
H2a A conditioned group will have a positive product attitude regarding a hedonic
product rather than a utilitarian product
H2b An unconditioned group results in a negative product attitude regarding a
hedonic product rather than a utilitarian product
25 Purchase Intention
Fishbein and Ajzen (1975) defined purchase intention which is the consumersrsquo subjective tendency regarding a commodity and confirmed that it can be used as an important index of consumer behavior Fishbein and Middlestadt (1995) found that consumer attitudes can be used to predict behavioral intentions Consumer attitudes have a positive influence on purchase intention (Dubeacute et al 2003 Morris et al 2002 Voss et al 2003) Accordingly the following hypothesis is proposed
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H3 Product attitude has a positive influence on purchase intention
26 Operant Conditioning
Skinner (1963) defined the participants through an external stimulation enhancement that can actively engage them in some behavior because the restricted operation mode is a kind of voluntary study course rather than a classical conditioning pattern it can explain the change of behavior The operant model is used in the promotional activities of the instance (Nord amp Peter 1980) According to the Foxall (1990) positive or negative influences are enhanced when individuals receive reinforcement such as the evaluations of others
27 Consumer Emotion
Organisms are the so-called intermediary under the stimulus of the environment they can be adjusted to respond via cognitive perception and emotions which interact with each other Mehrabian and Russell (1974) proposed the M-R model organism variables for consumers emotions Consumers receive environmental stimuli which lead to emotional changes There are three main kinds of emotional states pleasure arousal and dominance Pleasure refers to consumers feeling interested and enjoying an environment arousal refers to environmental stimuli causing consumers to experience mental excitement or invigoration domination is when consumers can feel external stimuli and that they are in control In the adjustment M-R model by using pleasure arousal and domination their relationship to avoidance behavior can be explored Donovan and Rossiter (1982) and Donovan et al (1994) found that pleasure determined the most powerful avoidance behavior for emotional factors With pleasant emotions and awakening emotions consumers will stay in the store longer and their purchase intention will be improved with the help of service personnel The extra time and money spent may also be increased by 12 on average Baker et al (1992) found that more than pleasure arousal and purchase intentions are positively correlated Fiore et al (2005) identified experiential value and utilitarian value as affecting consumer response variables (attitude and purchase intention) Eroglu et al (2003) found that website design links have a positive impact on the joy and excitement of interested buyersrsquo attitudes satisfaction and behavior Thus the following hypothesis is proposed
H4a Positive reinforcement has a positive influence on consumer pleasure and
arousal
H4b Negative reinforcement has a positive influence on consumer pleasure and
arousal
28 Product Type utilitarian versus hedonic (operant conditioning)
Past studies have pointed out that the product type will influence consumers emotional evaluation (Pham 1998) Raghunathan and Irwin (2001) pointed out that a hedonic product will have a significant impact on consumer evaluation unlike utilitarian products Consumers prefer hedonic products (Lim amp Ang 2008) Kempf (1999) also pointed out that the hedonic test evaluation and ultimately brand attitude arouse important decisive factors In addition regardless of the amount of involvement in the consumer products emotions affect their attitudes Therefore this research explores the different product function attributes and its influence on consumer emotions through different stimulations
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H5a A positive reinforcement results in higher consumer pleasure for a hedonic
product than for a utilitarian product
H5b A negative reinforcement results in higher consumer arousal for a hedonic
product than for a utilitarian product
29 Sales Promotion
Kotler (2000) pointed out that promotion includes a variety of incentive tools mostly short-term properties its main purpose is to stimulate the target customers or dealers for a particular product or service Campbell and Diamondrsquos (1990) are divided into promotional methods monetary and non-monetary The monetary method includes monetary performance products and price comparisons such as discounts coupons etc it is not easy to compare non-monetary product prices such as gifts door prizes etc Mela Gupta amp Lehmann (1997) in regard to the promotion and advertising of consumer brand behavior studied the long-term effects of the promotional tools dividing them into two categories price-oriented promotional tools (such as discounts future sales and discount coupons) and non-price-oriented promotional tools (eg merchandise display and ldquocomes with giftsrdquo promotions) Dodson Tyboutand amp Sterntha (1978) used price incentives to boost future re-purchases The results are in line with the self-perception of management theory (self-perception theory) When consumers purchase behavior resulting from promotions (external factors) is based on economic value and the formation of cross-trading and not on brand quality (internal factors) while causing consumer such behavior will lead to the purchase of promotional products repurchase probability will be lower during the non-promotional period Thus this research proposes the following hypotheses
H6a Positive reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
H6b A negative reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
210 Repurchase Intention
The repurchase Intention is an important indicator of marketing (Fornell 1992) Dodds amp Monroe (1985) proposed that the customerrsquos purchase intention is based on behavior propensity Folkes (1988) pointed out that repurchase involves a causal relationship By purchasing products or services customers expect to be reimbursed if the product or service fails to meet expectations this will affect subsequent behavior intention Kotler and Keller (2009) pointed out that when consumers purchase products or services they will experience some degree of satisfaction or dissatisfaction and their psychological changes will affect their subsequent conduct If the consumers are satisfied they will buy again or have a higher willingness to reuse this is called the repurchase intention which belongs to one of the conduct dimensions also known as the customers repeat patronage
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
The general measure of the dimensions of multi-repurchase intentions is divided into the two main categories repeat purchase and recommendations to others Therefore this study refers to the study of Kotler (1997) The Wong amp Sohal (2003) repurchase intention scale of this study is divided into repeat purchase word-of-mouth recommendations and recommendations to others This research proposes the following hypothesis
H7 Consumer pleasure and arousal have a positive influence on repurchasing
intentions
3 The Methodology and Model
31 Research framework-stage 1
The research framework is illustrated in Figures 311 and 312 In the first stage the classical conditioning was the independent variable and both classic conditioning and operant conditioning were manipulated Purchase intention was chosen as the dependent variable Product type affects consumer attitude and is a moderating variable Product type is defined as utilitarian or hedonic
Fig 311 Research framework-stage 1
32 Research framework-stage 2
The research framework is illustrated in Figure 321 In the second stage the operant conditioning was the independent variable Repurchase intention was chosen as the dependent variable Product type and sales promotion affect consumer emotion and are moderating variables Product type is defined as utilitarian or hedonic
Classical Conditioning
-Product Stimulus
Product Stimulus
-Conditioning
-Unconditioning
-Utilitarian
-Hedonic
Product Type
Consumer Attitude
Product Attitude
Consumer Decision
Purchase Intention
H2
H1
H3
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
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1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
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1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
22 Classical Conditioning
The classical theory of conditioning was first proposed by the Russian physiologist Pavlov (Pavlov 1972) with dogs as subjects In the experiment a bell is rung after which food is given By repeating the test as the dogs heard the bell it would cause them to salivate this is a conditioned stimulation (ring) and an unconditioned stimulus (food) producing coupling Bruewer (Bruewer 1974) elaborated on the traditional classical conditioning hypothesis He explained that the repeated Conditioned Stimulus (CS) with Unconditioned Stimulus (US) in the unconscious state causes the Conditioning Stimulus to be triggered by a conditioned response (CR) Shimp (1991) also explained restricted learning as signifying that when an animal or human experiences the different environmentally-produced coupling the special stimulation produces new reactions one after another Gorn (1982) applied the classical conditioning experiment to consumer products He let subjects observe a slide show of different color pens (CS) while they listened to their favorite (UR) music (US) The results showed that when subjects heard pleasant music they formed a pen preference (CR) Classical conditioning theory can be used to understandexplain the effect of advertising according to Smith Feinberg and Burns (1998) As early as the 1970s classical conditioning theory was mentioned in the marketing field and was the accepted theory underlying the advertising-related process Gorn (1982) Nord and Peter (1980) also thought classical conditioning may change consumer preferences in TV advertising Allen Janiszewski (1989) and Dawson (1973) found that the successful restriction usually was accompanied by contingency awareness With the combined exposure of conditioning stimulus and unconditioned stimulus participants learn that a special unconditioned stimulus appears conditionally accompanied by a special conditioning stimulus This restrictionunconditioned stimulus pairing characteristic of the discrimination is called the accidental perception Associative learning refers to instances when animals or humans make connections among various events that take place in their environment (Shimp 1991) From the above literature we can understand the classical conditioning learning process comprising a restricted stimulation and unconditioned stimulus accompanied by repetition And we can trigger the conditioning stimulus by a restriction of the reaction model In the first stage of the study with the consumer product advertising stimulus we observed that consumers can restrict the stimulation and the associated unconditioned stimulus affecting consumersrsquo attitudes towards products and even the purchasing intention
23 Product Attitude
In the consumption behavior study attitude was regarded as a predictor of purchase intention and the buyerrsquos behavioral importance index (Riley Ehrenberg Castleberry Barwise and Barnard 1997) Fishbein and Ajzen (1975) defined attitude as how people stimulate specific consumer and affect their preferences for products Liu (2003) thought that product attitude can help to understand the consumer as it usually directly affects the purchase intention So product attitude is a key marketing strategy According to the above studies product attitude could reveal how consumers evaluate products to purchase what they want Thus this study hypothesizes that
H1 A conditioned group is positively influenced in regard to product attitude
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
2 4 Product Type utilitarian versus hedonic (classical conditioning)
Batra and Ahtola (1990) found that consumers perceive and evaluate products along two different dimensions utilitarian and hedonic Strahilevitz and Myers (1998) reported that hedonic products need attendant qualities such as fantasy happiness and fun Utilitarian products seek to meet basic needs or to complete functions or practical tasks Prelec and Loewenstein (1998) found that in hedonic products the main aspect is the enjoyment experience which is more difficult to assess and greater than the actual functional quantitative delivery benefits of utilitarian products Babin and Griffin (1994) divided consumer shopping into utilitarian and hedonic consumption values The practicality of consumer behavior was described as functional task-related and rational Usually this means a deliberately efficient way to buy the product Consumer value and emotional value of consumption are more subjective and personal and more frequently fun and playful rather than just related to completing a task therefore the emotional consumer value reflects the consumer shopping entertainment potential and emotional value Michael et al (2000) found that the preference utility properties would be used to carefully evaluate the attributes of each brand and the final integration on the assessment of the various attributes of each brand before forming brand preferences through rational decision-making tendencies When consumersrsquo demand is pleasure-driven their behavior is an emotional response or fantasy in order to satisfy an experiential need thus the consumers behavior is a subjective experience Consumers use the product to meet this stimulus catering to their self-confidence and fun-demand (Solomon 2002 Holbrook and Hirschman 1982) Hedonic demand does not only respond to external stimulus and reality (Holbrook and Hirschman 1982) so the process of consumption usually requires the product to provide excitement self-confidence and fantasy and focusing less on the actual performance of the commodity (Dhar and Wertenbroch 2000) Dhar and Wertenbroch (2000) found that consumers gave up the decision-making scenarios for feature situations Consumers would choose to keep the hedonic properties and abandon the contexts In the classical conditioning of the stimulation we know that the consumer attitude was influenced by the product type (utilitarianhedonic) Thus according to the above assumptions this study hypothesizes that
H2a A conditioned group will have a positive product attitude regarding a hedonic
product rather than a utilitarian product
H2b An unconditioned group results in a negative product attitude regarding a
hedonic product rather than a utilitarian product
25 Purchase Intention
Fishbein and Ajzen (1975) defined purchase intention which is the consumersrsquo subjective tendency regarding a commodity and confirmed that it can be used as an important index of consumer behavior Fishbein and Middlestadt (1995) found that consumer attitudes can be used to predict behavioral intentions Consumer attitudes have a positive influence on purchase intention (Dubeacute et al 2003 Morris et al 2002 Voss et al 2003) Accordingly the following hypothesis is proposed
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H3 Product attitude has a positive influence on purchase intention
26 Operant Conditioning
Skinner (1963) defined the participants through an external stimulation enhancement that can actively engage them in some behavior because the restricted operation mode is a kind of voluntary study course rather than a classical conditioning pattern it can explain the change of behavior The operant model is used in the promotional activities of the instance (Nord amp Peter 1980) According to the Foxall (1990) positive or negative influences are enhanced when individuals receive reinforcement such as the evaluations of others
27 Consumer Emotion
Organisms are the so-called intermediary under the stimulus of the environment they can be adjusted to respond via cognitive perception and emotions which interact with each other Mehrabian and Russell (1974) proposed the M-R model organism variables for consumers emotions Consumers receive environmental stimuli which lead to emotional changes There are three main kinds of emotional states pleasure arousal and dominance Pleasure refers to consumers feeling interested and enjoying an environment arousal refers to environmental stimuli causing consumers to experience mental excitement or invigoration domination is when consumers can feel external stimuli and that they are in control In the adjustment M-R model by using pleasure arousal and domination their relationship to avoidance behavior can be explored Donovan and Rossiter (1982) and Donovan et al (1994) found that pleasure determined the most powerful avoidance behavior for emotional factors With pleasant emotions and awakening emotions consumers will stay in the store longer and their purchase intention will be improved with the help of service personnel The extra time and money spent may also be increased by 12 on average Baker et al (1992) found that more than pleasure arousal and purchase intentions are positively correlated Fiore et al (2005) identified experiential value and utilitarian value as affecting consumer response variables (attitude and purchase intention) Eroglu et al (2003) found that website design links have a positive impact on the joy and excitement of interested buyersrsquo attitudes satisfaction and behavior Thus the following hypothesis is proposed
H4a Positive reinforcement has a positive influence on consumer pleasure and
arousal
H4b Negative reinforcement has a positive influence on consumer pleasure and
arousal
28 Product Type utilitarian versus hedonic (operant conditioning)
Past studies have pointed out that the product type will influence consumers emotional evaluation (Pham 1998) Raghunathan and Irwin (2001) pointed out that a hedonic product will have a significant impact on consumer evaluation unlike utilitarian products Consumers prefer hedonic products (Lim amp Ang 2008) Kempf (1999) also pointed out that the hedonic test evaluation and ultimately brand attitude arouse important decisive factors In addition regardless of the amount of involvement in the consumer products emotions affect their attitudes Therefore this research explores the different product function attributes and its influence on consumer emotions through different stimulations
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H5a A positive reinforcement results in higher consumer pleasure for a hedonic
product than for a utilitarian product
H5b A negative reinforcement results in higher consumer arousal for a hedonic
product than for a utilitarian product
29 Sales Promotion
Kotler (2000) pointed out that promotion includes a variety of incentive tools mostly short-term properties its main purpose is to stimulate the target customers or dealers for a particular product or service Campbell and Diamondrsquos (1990) are divided into promotional methods monetary and non-monetary The monetary method includes monetary performance products and price comparisons such as discounts coupons etc it is not easy to compare non-monetary product prices such as gifts door prizes etc Mela Gupta amp Lehmann (1997) in regard to the promotion and advertising of consumer brand behavior studied the long-term effects of the promotional tools dividing them into two categories price-oriented promotional tools (such as discounts future sales and discount coupons) and non-price-oriented promotional tools (eg merchandise display and ldquocomes with giftsrdquo promotions) Dodson Tyboutand amp Sterntha (1978) used price incentives to boost future re-purchases The results are in line with the self-perception of management theory (self-perception theory) When consumers purchase behavior resulting from promotions (external factors) is based on economic value and the formation of cross-trading and not on brand quality (internal factors) while causing consumer such behavior will lead to the purchase of promotional products repurchase probability will be lower during the non-promotional period Thus this research proposes the following hypotheses
H6a Positive reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
H6b A negative reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
210 Repurchase Intention
The repurchase Intention is an important indicator of marketing (Fornell 1992) Dodds amp Monroe (1985) proposed that the customerrsquos purchase intention is based on behavior propensity Folkes (1988) pointed out that repurchase involves a causal relationship By purchasing products or services customers expect to be reimbursed if the product or service fails to meet expectations this will affect subsequent behavior intention Kotler and Keller (2009) pointed out that when consumers purchase products or services they will experience some degree of satisfaction or dissatisfaction and their psychological changes will affect their subsequent conduct If the consumers are satisfied they will buy again or have a higher willingness to reuse this is called the repurchase intention which belongs to one of the conduct dimensions also known as the customers repeat patronage
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
The general measure of the dimensions of multi-repurchase intentions is divided into the two main categories repeat purchase and recommendations to others Therefore this study refers to the study of Kotler (1997) The Wong amp Sohal (2003) repurchase intention scale of this study is divided into repeat purchase word-of-mouth recommendations and recommendations to others This research proposes the following hypothesis
H7 Consumer pleasure and arousal have a positive influence on repurchasing
intentions
3 The Methodology and Model
31 Research framework-stage 1
The research framework is illustrated in Figures 311 and 312 In the first stage the classical conditioning was the independent variable and both classic conditioning and operant conditioning were manipulated Purchase intention was chosen as the dependent variable Product type affects consumer attitude and is a moderating variable Product type is defined as utilitarian or hedonic
Fig 311 Research framework-stage 1
32 Research framework-stage 2
The research framework is illustrated in Figure 321 In the second stage the operant conditioning was the independent variable Repurchase intention was chosen as the dependent variable Product type and sales promotion affect consumer emotion and are moderating variables Product type is defined as utilitarian or hedonic
Classical Conditioning
-Product Stimulus
Product Stimulus
-Conditioning
-Unconditioning
-Utilitarian
-Hedonic
Product Type
Consumer Attitude
Product Attitude
Consumer Decision
Purchase Intention
H2
H1
H3
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
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1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
2 4 Product Type utilitarian versus hedonic (classical conditioning)
Batra and Ahtola (1990) found that consumers perceive and evaluate products along two different dimensions utilitarian and hedonic Strahilevitz and Myers (1998) reported that hedonic products need attendant qualities such as fantasy happiness and fun Utilitarian products seek to meet basic needs or to complete functions or practical tasks Prelec and Loewenstein (1998) found that in hedonic products the main aspect is the enjoyment experience which is more difficult to assess and greater than the actual functional quantitative delivery benefits of utilitarian products Babin and Griffin (1994) divided consumer shopping into utilitarian and hedonic consumption values The practicality of consumer behavior was described as functional task-related and rational Usually this means a deliberately efficient way to buy the product Consumer value and emotional value of consumption are more subjective and personal and more frequently fun and playful rather than just related to completing a task therefore the emotional consumer value reflects the consumer shopping entertainment potential and emotional value Michael et al (2000) found that the preference utility properties would be used to carefully evaluate the attributes of each brand and the final integration on the assessment of the various attributes of each brand before forming brand preferences through rational decision-making tendencies When consumersrsquo demand is pleasure-driven their behavior is an emotional response or fantasy in order to satisfy an experiential need thus the consumers behavior is a subjective experience Consumers use the product to meet this stimulus catering to their self-confidence and fun-demand (Solomon 2002 Holbrook and Hirschman 1982) Hedonic demand does not only respond to external stimulus and reality (Holbrook and Hirschman 1982) so the process of consumption usually requires the product to provide excitement self-confidence and fantasy and focusing less on the actual performance of the commodity (Dhar and Wertenbroch 2000) Dhar and Wertenbroch (2000) found that consumers gave up the decision-making scenarios for feature situations Consumers would choose to keep the hedonic properties and abandon the contexts In the classical conditioning of the stimulation we know that the consumer attitude was influenced by the product type (utilitarianhedonic) Thus according to the above assumptions this study hypothesizes that
H2a A conditioned group will have a positive product attitude regarding a hedonic
product rather than a utilitarian product
H2b An unconditioned group results in a negative product attitude regarding a
hedonic product rather than a utilitarian product
25 Purchase Intention
Fishbein and Ajzen (1975) defined purchase intention which is the consumersrsquo subjective tendency regarding a commodity and confirmed that it can be used as an important index of consumer behavior Fishbein and Middlestadt (1995) found that consumer attitudes can be used to predict behavioral intentions Consumer attitudes have a positive influence on purchase intention (Dubeacute et al 2003 Morris et al 2002 Voss et al 2003) Accordingly the following hypothesis is proposed
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H3 Product attitude has a positive influence on purchase intention
26 Operant Conditioning
Skinner (1963) defined the participants through an external stimulation enhancement that can actively engage them in some behavior because the restricted operation mode is a kind of voluntary study course rather than a classical conditioning pattern it can explain the change of behavior The operant model is used in the promotional activities of the instance (Nord amp Peter 1980) According to the Foxall (1990) positive or negative influences are enhanced when individuals receive reinforcement such as the evaluations of others
27 Consumer Emotion
Organisms are the so-called intermediary under the stimulus of the environment they can be adjusted to respond via cognitive perception and emotions which interact with each other Mehrabian and Russell (1974) proposed the M-R model organism variables for consumers emotions Consumers receive environmental stimuli which lead to emotional changes There are three main kinds of emotional states pleasure arousal and dominance Pleasure refers to consumers feeling interested and enjoying an environment arousal refers to environmental stimuli causing consumers to experience mental excitement or invigoration domination is when consumers can feel external stimuli and that they are in control In the adjustment M-R model by using pleasure arousal and domination their relationship to avoidance behavior can be explored Donovan and Rossiter (1982) and Donovan et al (1994) found that pleasure determined the most powerful avoidance behavior for emotional factors With pleasant emotions and awakening emotions consumers will stay in the store longer and their purchase intention will be improved with the help of service personnel The extra time and money spent may also be increased by 12 on average Baker et al (1992) found that more than pleasure arousal and purchase intentions are positively correlated Fiore et al (2005) identified experiential value and utilitarian value as affecting consumer response variables (attitude and purchase intention) Eroglu et al (2003) found that website design links have a positive impact on the joy and excitement of interested buyersrsquo attitudes satisfaction and behavior Thus the following hypothesis is proposed
H4a Positive reinforcement has a positive influence on consumer pleasure and
arousal
H4b Negative reinforcement has a positive influence on consumer pleasure and
arousal
28 Product Type utilitarian versus hedonic (operant conditioning)
Past studies have pointed out that the product type will influence consumers emotional evaluation (Pham 1998) Raghunathan and Irwin (2001) pointed out that a hedonic product will have a significant impact on consumer evaluation unlike utilitarian products Consumers prefer hedonic products (Lim amp Ang 2008) Kempf (1999) also pointed out that the hedonic test evaluation and ultimately brand attitude arouse important decisive factors In addition regardless of the amount of involvement in the consumer products emotions affect their attitudes Therefore this research explores the different product function attributes and its influence on consumer emotions through different stimulations
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H5a A positive reinforcement results in higher consumer pleasure for a hedonic
product than for a utilitarian product
H5b A negative reinforcement results in higher consumer arousal for a hedonic
product than for a utilitarian product
29 Sales Promotion
Kotler (2000) pointed out that promotion includes a variety of incentive tools mostly short-term properties its main purpose is to stimulate the target customers or dealers for a particular product or service Campbell and Diamondrsquos (1990) are divided into promotional methods monetary and non-monetary The monetary method includes monetary performance products and price comparisons such as discounts coupons etc it is not easy to compare non-monetary product prices such as gifts door prizes etc Mela Gupta amp Lehmann (1997) in regard to the promotion and advertising of consumer brand behavior studied the long-term effects of the promotional tools dividing them into two categories price-oriented promotional tools (such as discounts future sales and discount coupons) and non-price-oriented promotional tools (eg merchandise display and ldquocomes with giftsrdquo promotions) Dodson Tyboutand amp Sterntha (1978) used price incentives to boost future re-purchases The results are in line with the self-perception of management theory (self-perception theory) When consumers purchase behavior resulting from promotions (external factors) is based on economic value and the formation of cross-trading and not on brand quality (internal factors) while causing consumer such behavior will lead to the purchase of promotional products repurchase probability will be lower during the non-promotional period Thus this research proposes the following hypotheses
H6a Positive reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
H6b A negative reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
210 Repurchase Intention
The repurchase Intention is an important indicator of marketing (Fornell 1992) Dodds amp Monroe (1985) proposed that the customerrsquos purchase intention is based on behavior propensity Folkes (1988) pointed out that repurchase involves a causal relationship By purchasing products or services customers expect to be reimbursed if the product or service fails to meet expectations this will affect subsequent behavior intention Kotler and Keller (2009) pointed out that when consumers purchase products or services they will experience some degree of satisfaction or dissatisfaction and their psychological changes will affect their subsequent conduct If the consumers are satisfied they will buy again or have a higher willingness to reuse this is called the repurchase intention which belongs to one of the conduct dimensions also known as the customers repeat patronage
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
The general measure of the dimensions of multi-repurchase intentions is divided into the two main categories repeat purchase and recommendations to others Therefore this study refers to the study of Kotler (1997) The Wong amp Sohal (2003) repurchase intention scale of this study is divided into repeat purchase word-of-mouth recommendations and recommendations to others This research proposes the following hypothesis
H7 Consumer pleasure and arousal have a positive influence on repurchasing
intentions
3 The Methodology and Model
31 Research framework-stage 1
The research framework is illustrated in Figures 311 and 312 In the first stage the classical conditioning was the independent variable and both classic conditioning and operant conditioning were manipulated Purchase intention was chosen as the dependent variable Product type affects consumer attitude and is a moderating variable Product type is defined as utilitarian or hedonic
Fig 311 Research framework-stage 1
32 Research framework-stage 2
The research framework is illustrated in Figure 321 In the second stage the operant conditioning was the independent variable Repurchase intention was chosen as the dependent variable Product type and sales promotion affect consumer emotion and are moderating variables Product type is defined as utilitarian or hedonic
Classical Conditioning
-Product Stimulus
Product Stimulus
-Conditioning
-Unconditioning
-Utilitarian
-Hedonic
Product Type
Consumer Attitude
Product Attitude
Consumer Decision
Purchase Intention
H2
H1
H3
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
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1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
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1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H3 Product attitude has a positive influence on purchase intention
26 Operant Conditioning
Skinner (1963) defined the participants through an external stimulation enhancement that can actively engage them in some behavior because the restricted operation mode is a kind of voluntary study course rather than a classical conditioning pattern it can explain the change of behavior The operant model is used in the promotional activities of the instance (Nord amp Peter 1980) According to the Foxall (1990) positive or negative influences are enhanced when individuals receive reinforcement such as the evaluations of others
27 Consumer Emotion
Organisms are the so-called intermediary under the stimulus of the environment they can be adjusted to respond via cognitive perception and emotions which interact with each other Mehrabian and Russell (1974) proposed the M-R model organism variables for consumers emotions Consumers receive environmental stimuli which lead to emotional changes There are three main kinds of emotional states pleasure arousal and dominance Pleasure refers to consumers feeling interested and enjoying an environment arousal refers to environmental stimuli causing consumers to experience mental excitement or invigoration domination is when consumers can feel external stimuli and that they are in control In the adjustment M-R model by using pleasure arousal and domination their relationship to avoidance behavior can be explored Donovan and Rossiter (1982) and Donovan et al (1994) found that pleasure determined the most powerful avoidance behavior for emotional factors With pleasant emotions and awakening emotions consumers will stay in the store longer and their purchase intention will be improved with the help of service personnel The extra time and money spent may also be increased by 12 on average Baker et al (1992) found that more than pleasure arousal and purchase intentions are positively correlated Fiore et al (2005) identified experiential value and utilitarian value as affecting consumer response variables (attitude and purchase intention) Eroglu et al (2003) found that website design links have a positive impact on the joy and excitement of interested buyersrsquo attitudes satisfaction and behavior Thus the following hypothesis is proposed
H4a Positive reinforcement has a positive influence on consumer pleasure and
arousal
H4b Negative reinforcement has a positive influence on consumer pleasure and
arousal
28 Product Type utilitarian versus hedonic (operant conditioning)
Past studies have pointed out that the product type will influence consumers emotional evaluation (Pham 1998) Raghunathan and Irwin (2001) pointed out that a hedonic product will have a significant impact on consumer evaluation unlike utilitarian products Consumers prefer hedonic products (Lim amp Ang 2008) Kempf (1999) also pointed out that the hedonic test evaluation and ultimately brand attitude arouse important decisive factors In addition regardless of the amount of involvement in the consumer products emotions affect their attitudes Therefore this research explores the different product function attributes and its influence on consumer emotions through different stimulations
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H5a A positive reinforcement results in higher consumer pleasure for a hedonic
product than for a utilitarian product
H5b A negative reinforcement results in higher consumer arousal for a hedonic
product than for a utilitarian product
29 Sales Promotion
Kotler (2000) pointed out that promotion includes a variety of incentive tools mostly short-term properties its main purpose is to stimulate the target customers or dealers for a particular product or service Campbell and Diamondrsquos (1990) are divided into promotional methods monetary and non-monetary The monetary method includes monetary performance products and price comparisons such as discounts coupons etc it is not easy to compare non-monetary product prices such as gifts door prizes etc Mela Gupta amp Lehmann (1997) in regard to the promotion and advertising of consumer brand behavior studied the long-term effects of the promotional tools dividing them into two categories price-oriented promotional tools (such as discounts future sales and discount coupons) and non-price-oriented promotional tools (eg merchandise display and ldquocomes with giftsrdquo promotions) Dodson Tyboutand amp Sterntha (1978) used price incentives to boost future re-purchases The results are in line with the self-perception of management theory (self-perception theory) When consumers purchase behavior resulting from promotions (external factors) is based on economic value and the formation of cross-trading and not on brand quality (internal factors) while causing consumer such behavior will lead to the purchase of promotional products repurchase probability will be lower during the non-promotional period Thus this research proposes the following hypotheses
H6a Positive reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
H6b A negative reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
210 Repurchase Intention
The repurchase Intention is an important indicator of marketing (Fornell 1992) Dodds amp Monroe (1985) proposed that the customerrsquos purchase intention is based on behavior propensity Folkes (1988) pointed out that repurchase involves a causal relationship By purchasing products or services customers expect to be reimbursed if the product or service fails to meet expectations this will affect subsequent behavior intention Kotler and Keller (2009) pointed out that when consumers purchase products or services they will experience some degree of satisfaction or dissatisfaction and their psychological changes will affect their subsequent conduct If the consumers are satisfied they will buy again or have a higher willingness to reuse this is called the repurchase intention which belongs to one of the conduct dimensions also known as the customers repeat patronage
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
The general measure of the dimensions of multi-repurchase intentions is divided into the two main categories repeat purchase and recommendations to others Therefore this study refers to the study of Kotler (1997) The Wong amp Sohal (2003) repurchase intention scale of this study is divided into repeat purchase word-of-mouth recommendations and recommendations to others This research proposes the following hypothesis
H7 Consumer pleasure and arousal have a positive influence on repurchasing
intentions
3 The Methodology and Model
31 Research framework-stage 1
The research framework is illustrated in Figures 311 and 312 In the first stage the classical conditioning was the independent variable and both classic conditioning and operant conditioning were manipulated Purchase intention was chosen as the dependent variable Product type affects consumer attitude and is a moderating variable Product type is defined as utilitarian or hedonic
Fig 311 Research framework-stage 1
32 Research framework-stage 2
The research framework is illustrated in Figure 321 In the second stage the operant conditioning was the independent variable Repurchase intention was chosen as the dependent variable Product type and sales promotion affect consumer emotion and are moderating variables Product type is defined as utilitarian or hedonic
Classical Conditioning
-Product Stimulus
Product Stimulus
-Conditioning
-Unconditioning
-Utilitarian
-Hedonic
Product Type
Consumer Attitude
Product Attitude
Consumer Decision
Purchase Intention
H2
H1
H3
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
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Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
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Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
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Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
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Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
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theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
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Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
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Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
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Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
H5a A positive reinforcement results in higher consumer pleasure for a hedonic
product than for a utilitarian product
H5b A negative reinforcement results in higher consumer arousal for a hedonic
product than for a utilitarian product
29 Sales Promotion
Kotler (2000) pointed out that promotion includes a variety of incentive tools mostly short-term properties its main purpose is to stimulate the target customers or dealers for a particular product or service Campbell and Diamondrsquos (1990) are divided into promotional methods monetary and non-monetary The monetary method includes monetary performance products and price comparisons such as discounts coupons etc it is not easy to compare non-monetary product prices such as gifts door prizes etc Mela Gupta amp Lehmann (1997) in regard to the promotion and advertising of consumer brand behavior studied the long-term effects of the promotional tools dividing them into two categories price-oriented promotional tools (such as discounts future sales and discount coupons) and non-price-oriented promotional tools (eg merchandise display and ldquocomes with giftsrdquo promotions) Dodson Tyboutand amp Sterntha (1978) used price incentives to boost future re-purchases The results are in line with the self-perception of management theory (self-perception theory) When consumers purchase behavior resulting from promotions (external factors) is based on economic value and the formation of cross-trading and not on brand quality (internal factors) while causing consumer such behavior will lead to the purchase of promotional products repurchase probability will be lower during the non-promotional period Thus this research proposes the following hypotheses
H6a Positive reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
H6b A negative reinforcement has a positive influence on the repurchase intention
and monetary promotion is more moderating than the non-monetary repurchase
intention
210 Repurchase Intention
The repurchase Intention is an important indicator of marketing (Fornell 1992) Dodds amp Monroe (1985) proposed that the customerrsquos purchase intention is based on behavior propensity Folkes (1988) pointed out that repurchase involves a causal relationship By purchasing products or services customers expect to be reimbursed if the product or service fails to meet expectations this will affect subsequent behavior intention Kotler and Keller (2009) pointed out that when consumers purchase products or services they will experience some degree of satisfaction or dissatisfaction and their psychological changes will affect their subsequent conduct If the consumers are satisfied they will buy again or have a higher willingness to reuse this is called the repurchase intention which belongs to one of the conduct dimensions also known as the customers repeat patronage
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
The general measure of the dimensions of multi-repurchase intentions is divided into the two main categories repeat purchase and recommendations to others Therefore this study refers to the study of Kotler (1997) The Wong amp Sohal (2003) repurchase intention scale of this study is divided into repeat purchase word-of-mouth recommendations and recommendations to others This research proposes the following hypothesis
H7 Consumer pleasure and arousal have a positive influence on repurchasing
intentions
3 The Methodology and Model
31 Research framework-stage 1
The research framework is illustrated in Figures 311 and 312 In the first stage the classical conditioning was the independent variable and both classic conditioning and operant conditioning were manipulated Purchase intention was chosen as the dependent variable Product type affects consumer attitude and is a moderating variable Product type is defined as utilitarian or hedonic
Fig 311 Research framework-stage 1
32 Research framework-stage 2
The research framework is illustrated in Figure 321 In the second stage the operant conditioning was the independent variable Repurchase intention was chosen as the dependent variable Product type and sales promotion affect consumer emotion and are moderating variables Product type is defined as utilitarian or hedonic
Classical Conditioning
-Product Stimulus
Product Stimulus
-Conditioning
-Unconditioning
-Utilitarian
-Hedonic
Product Type
Consumer Attitude
Product Attitude
Consumer Decision
Purchase Intention
H2
H1
H3
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
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Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
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Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
The general measure of the dimensions of multi-repurchase intentions is divided into the two main categories repeat purchase and recommendations to others Therefore this study refers to the study of Kotler (1997) The Wong amp Sohal (2003) repurchase intention scale of this study is divided into repeat purchase word-of-mouth recommendations and recommendations to others This research proposes the following hypothesis
H7 Consumer pleasure and arousal have a positive influence on repurchasing
intentions
3 The Methodology and Model
31 Research framework-stage 1
The research framework is illustrated in Figures 311 and 312 In the first stage the classical conditioning was the independent variable and both classic conditioning and operant conditioning were manipulated Purchase intention was chosen as the dependent variable Product type affects consumer attitude and is a moderating variable Product type is defined as utilitarian or hedonic
Fig 311 Research framework-stage 1
32 Research framework-stage 2
The research framework is illustrated in Figure 321 In the second stage the operant conditioning was the independent variable Repurchase intention was chosen as the dependent variable Product type and sales promotion affect consumer emotion and are moderating variables Product type is defined as utilitarian or hedonic
Classical Conditioning
-Product Stimulus
Product Stimulus
-Conditioning
-Unconditioning
-Utilitarian
-Hedonic
Product Type
Consumer Attitude
Product Attitude
Consumer Decision
Purchase Intention
H2
H1
H3
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 321 Research framework-stage 2
33 Sample
The data were gathered through an internet survey (httpwwwmysurveytwindexhtm) Table 332 displays the online shopping experience of participants This includes the five major items considered by this study Do you have online shopping experience How long have you been shopping online How often do you shop online How often do you browse online shopping websites How much money do you spend on online shopping each time As shown in Table 331 all of the participants have online shopping experience Most of the participants have had more than three years of online shopping experience Most of participants purchased on online shopping every one month About 4094 of participants browsed online shopping websites each week
Operant Conditioning
-Product Stimulus
Positive
Reinforcement
Negative
Reinforcement
Sales Promotion
-Monetary Promotion
-Non-monetary Promotion
H4
Product Type
-Utilitarian
-Hedonic
H5 Pleasure
Arousal
Consumer
Emotion
Consumer
Decision
Repurchase
Intention
H7
H6
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 331 Characteristics of Respondents (n=320)
Item Description Frequency Percentage ()
Online Shopping Experience
Yes 320 1000
How long have you shopping in online experience
Less than One Year 13 407 One-three years 34 1062 Three-five years 88 2750 Five-seven years 108 3375 More than Seven Years
77 2406
How often do you on shopping online
Every Week 7 219 Every Two Weeks 26 812 Every Month 53 1656 Every Two Months 126 3938 Every Six Months 108 3375
How often do you glance at online shopping website
Every Two Months 44 1375 Every Month 42 1312 Every Week 131 4094 Every Five Days 27 844 Every Two Days 76 2375
How much money do you spend for online shopping each time
Under 500 NT 129 4031 501-1000 NT 101 3156 1001-2000 NT 43 1344 2001-3000 NT 31 969 More than 3000 NT 16 500
Total 320 1000
34 Manipulation Checks
Following Khan amp Dhar (2010) this study tested consumer knowledge of hedonic and utilitarian products Participants were asked to rate each statement on a Likert scale ranging from 1= strongly disagree to 5= strongly agree We tested consumersrsquo knowledge of hedonic and utilitarian products Participants were asked to answer with their level of agreement with each statement from 1= strongly disagree to 5= strongly agree We offered the available goods from online shopping sites for participants to choose from The result of the pretest indicated that the notebook was perceived as a utilitarian product (M=4226) and MP5 was perceived as a hedonic product (M=4560) After the t-test (Table 341) we could confirm that MP5 (t = 14572) was suitable as a utilitarian product and the notebook (t = 10984) was suitable as a hedonic product in the experiment As the notebook can be carried around easily it is more convenient and practical than desktop computers There are a lot of hedonic functions in a MP5 (such as music movies and games) Thus we chose a notebook as a utilitarian product and an MP5 as a hedonic product
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 341 Compared T test (UtilitarianHedonic Product)
Product Mean Std Dev t df p-value
Hedonic Product
MP5 1678a
1032 14572 29 0000
Utilitarian Product
Note book
1363b 1012 10984 29 0000
p lt 05 plt01 p lt001
35 Material
The target product of the utilitarian test was the notebook the target product of the hedonic tests was the MP5 The information on the utilitarian product test was ldquoIntel Core i5-24GHz 156 HD LED 2 GB DDR3 Memory 640GB Hard Disk NT$18000rdquo The information on the hedonic products test was ldquoCortx A8-12GHz 800480 9 inches WIFI and 3G NT$5000rdquo In the sales promotion we chose the cash voucher and gift voucher for the notebook and MP5 We designed the same 4 discount on MP5 and the notebookrsquos price Participants could use cash vouchers to get a discount of NT$720 on the notebook and NT$200 on the MP5 When participants purchased the notebook they could use a gift voucher to get a 32GB flash drive If participants purchased the notebook they could use the gift voucher to get a headset The 32GB flash drive and headset had the same value
36 Experimental design and procedure
Experiment stage 1 was a 2 (classical conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) online experiment Table 351 illustrates the experiment design of this study Table 351 Experiment Design-Stage1
Groups Classical Conditioning Product Types
1 Experiment Group Utilitarian
2 Control Group
3 Experiment Group Hedonic
4 Control Group
Experiment stage 2 was a 2 (operant conditioning experimentcontrol) x 2 (product types utilitarianhedonic product) x 2 (sales promotion monetarynon-monetary promotion) online experiment Table 352 illustrates the experiment design of this study
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 352 Experiment Design-Stage2
Groups Operant Conditioning Product Types Promotion Ways
1 Positive
Reinforcement
Utilitarian
Monetary
2 Non-monetary
3 Hedonic Monetary
4 Non-monetary
5 Negative
Reinforcement
Utilitarian Monetary
6 Non-monetary
7 Hedonic Monetary
8 Non-monetary
In the first experiment we designed eight questions Participants were randomly asked to comment on their consumer experience Then respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to the two types of classical conditioning including conditioning and unconditioning and used two types of products (a notebook and an MP5) as interference The subjects were asked to answer three questions about product attitude and five questions about purchase intention (Fishbein and Ajzen 1975) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree In the second experiment we designed eight questions Respondents received scenario information regarding the online shopping page of the first experiment The pages showed questions relating to two types of operant conditioning including positive reinforcement and negative reinforcement and used two types of products (a notebook and a MP5) as interference The subjects were asked to answer eight questions about consumer emotions (Mehrabian and Russell 1974) and were divided into two types of sales emotion (monetary promotion and non-monetary promotion) Finally further pages showed three to five questions measuring the repurchase intention (Dodds amp Monroe 1985) Each item was measured on a five-point Likert scale Responses were indicated by their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
36 Measurement
This study defined purchase and repurchase intentions as the degree to which consumers intend to buy products The following items in Table 361 were adapted from the measurement items (Mannsi et al 2011 Dodds et al 1991) Each item was measured on a Likert five point scale Participants were asked to indicate their level of agreement with each statement from 1= strongly disagree to 5= strongly agree
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 361 Measurement
Construct Source
Product Attitude Fishbein and Ajzen (1975)
Purchase Intention Fishbein and Ajzen (1975)
Consumer Emotion Mehrabian and Russell (1974)
Repurchase Intention Kotler (1997)Wong and Sohal (2003)
4 The findings
41 Reliability of Measure The reliability analysis detection of each variable in the questionnaire checked the internal consistency Cronbachs α value was used to measure the scale of reliability Cronbachs α value table correlation between the questionnaire showed that the higher the value the higher the internal consistency The Cronbach α coefficient was above 07 recommended by Cortina (1993) so we could conclude that the reliability of the framing measurement was appropriate for testing our hypothesis Cronbachrsquos α (stage 1) of the product attitude and purchase intention was 0728 and 0848 respectively The Cronbach α (stage 2) of product consumer emotion sales promotion endowment effect and repurchase intention was 0862 0721 0788 and 0736 respectively as shown in Table 411
Table 411 Reliability
Construct Cronbachs α Source
Product Attitude 0728 Fishbein and Ajzen (1975)
Purchase Intention 0848 Fishbein and Ajzen (1975)
Consumer Emotion 0862 Mehrabian and Russell(1974)
Repurchase Intention 0736 Kotler (1997)Wong and Sohal (2003)
42 Measurement Result for Product Attitude and Purchase Intention
Tables 421 and 422 provide descriptive question items for each research variable including mean and standard deviations The research variable is four items consisting of product attitude and purchase intention In stage 1 Table 421 indicates that the highest extent of the agreement in product attitude is shown in item (1) (M= 3425) The lowest extent of agreement in product attitude is shown in item (3) (M= 3266)
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 421 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Product
Attitude
(1) After I reading this advertisement I think the wares are good in this promotion
3425 0735
(2) After I reading this advertisement I think the goods are charm in this promotion
3319 0833
(3) After I reading this advertisement I like this product
3266 0789
Second Table 422 indicates that the highest extent of agreement in purchase intentions is shown in item (5) (M= 3363) followed by (1) (M= 3241) The lowest extent of agreement in product attitude in shown on item (2) (M= 3044)
Table 422 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Purchase
Intention
(1) I want to have this product 3241 0854 (2) I intend to purchase this product 3044 0866 (3) I would like to recommend this product to others
3150 0894
(4) I intend to put this product into online shopping cart (5) I would buy this product if I want it in the future
3063
3363
0951
0906
43 Measurement Result for Sales Promotion and Repurchase Intention
In stage 2 Table 431 indicates that the highest extent of agreement in sales promotion is shown in item (1) (M= 3900) followed by (8) (M= 3869) The lowest extent of agreement in product attitude in shown on item (6) (M= 3294) Second Table 431 indicates that the highest extent of agreement in repurchase intentions is shown in item (1) (M= 3703) The lowest extent of agreement in product attitude is shown in item (2) (M= 3266)
Table 431 Descriptive Analysis for Questionnaire Items (n=320)
Research Item Mean Std Dev
Repurchase
Intention
(1) I would like to recommend my relatives and friends
3703 0757
(2) I would like to this product again 3266 0872 (3) I would recommend this product if my relatives and friends
3653 0769
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
44 Result of Classic conditioning Comparing Test
H1 posited that the effects of the classical conditioning experiment group on product attitude would differ from those of the unconditioned control group Table 432 indicates T test results were (t= 2436 plt0008) This rejects the null hypothesis and means that the experimental group and control group of product attitude had significant differences This result supported H1 Table 432 Results of each group of T test
Source Mean t-value p-value
Experiment Group of Product Attitude (conditioning)
3460 2436
0008
Control Group of Product Attitude (unconditioning)
3275
p lt 05 plt01 p lt001
45 Moderating the Product Stimulus (Classic) by Product Type
The results in Table 411 shows a significant interaction between product stimulus (classic) and product type (F= 4827 plt 0029) The results show that there was significant prodct attitude difference between hedonic and utilitarian products under classic conditioning group (M hedonic conditioning= 3646 M utilitarian conditioning= 3275 t = 4805 p= 0000) H2a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic unconditioning = 3296 M utilitarian unconditioning = 3254 t= 1916 plt 0028) H2b was supported
Table 451 Results of Product Stimulus and Consumer Attitude ANOVAs
Construct df MS F p-value
Product Attitude
Product Stimulus (Classic)
1 2750 6127 0014
Product Type 1 3403 7581 0006
Product Stimulus (Classic) Product Type
1 2167 4827 0029
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Fig 452 The Interactive Effect Between Product Stimulus (Classic) and Product Type
on Product Attitude
46 Relationship between Product Attitude and Purchase Intention
Table 461 and 462 shows the results of product attitude under classic conditioning on purchase intention The results show that the product attitude had a significant influence on purchase intention (F= 29686 plt 0000) Consumers revealed a significantly higher purchase intention when they received classic conditioning stimuli (β= 0292 plt0000) This result supported H3
Table 461 Results of Regression on Purchase Intention ANOVAs
Dependent Variable df
MS F p-value
Purchase Intention 1 15545 29686 0000
p lt 05 plt01 p lt001
Table 462 Results of Regression on Purchase Intention
Dependent Variable RegressionCoefficient
Std Error Beta t p-value
Purchase Intention 0322 0059 0292 5448 0000
p lt 05 plt01 p lt001
47 Moderating the Product Stimulus (Operant) by Product Type
The results in Table 471 shows a significant interaction between product stimulus (operant) and product type (F= 6398 plt 0012) H4 was supported The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning group (M hedonic positive reinforcement= 3786 M utilitarian positive reinforcement= 3491 t= 4706 p= 0000) H5a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M hedonic
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement= 3734 M utilitarian negative reinforcement= 3752 t= -0270 plt 0394) H5b was not supported
Table 471 Results of Product Stimulus and Consumer Emotion ANOVAs
Construct df MS F p-value
Consumer Emotion
Product Stimulus (Operant)
1 1408 4614 0032
Product Type 1 1547 5068 0025
Product Stimulus (Operant) Product Type
1 1953 6398 0012
p lt 05 plt01 p lt001
Fig 472 The Interactive Effect Between Product Stimulus (Operant) and Product Type
on Consumer Emotion
48 Moderating the Product Stimulus (Operant) by Product Promotion
The results in Table 471 shows a significant interaction between product stimulus (operant) and sales promotion (F= 4270 plt 0040) Product stimulus can affect repurchase intention The results show that there was significant prodct attitude difference between hedonic and utilitarian products under operant conditioning (M monetary positive reinforcement= 3913 M non-monetary positive reinforcement= 3483 t= 3398 p= 0000) H6a was supported An unconditioned group results in a negative product attitude regarding a hedonic product rather than a utilitarian product (M monetary negative reinforcement= 4038 M non-monetary negative reinforcement= 3258 t= 12443 plt 0000) H6b was supported
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 481 Results of Product Stimulus and Consumer Decision ANOVAs
Construct df MS F p-value
Repurchase Intention
Product Stimulus (Operant)
1 1464 4133 0043
Product Type 1 32939 92993 0000
Product Stimulus (Operant) Product Type
1 1512 4270 0040
p lt 05 plt01 p lt001
Fig 482 The Interactive Effect Between Product Stimulus (Operant) and Sales Promotion
on Repurchase Intention
49 Relationship between Consumer Eomtion and Repurchase Intention
Table 491 and 492 shows the results of consumer emotion under operant conditioning on repurchase intention The results show that the consumer emotion had a significant influence on repurchase intention (F= 15327 plt 0000) Consumers revealed a significantly higher purchase intention when they received operant conditioning stimuli (β= 0214 plt0000) This result supported H7
Table 491 Results of Regression on Repurchase Intention ANOVAs
Dependent Variable df
MS F p-value
Repurchase Intention 1 4637 15327 0000
p lt 05 plt01 p lt001
Table 492 Results of Regression on Repurchase Intention
Dependent Variable Regression Coefficient
Std Error Beta t p-value
Repurchase Intention 0178 0045 0214 3915 0000
p lt 05 plt01 p lt001
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Table 492 Summary of Hypotheses Test
Hypotheses Results
H1 A conditioned group is positively influenced in regard to product attitude
Supported
H2 (a) A conditioned group will have a positive product attitude regarding a hedonic product rather than a utilitarian product (b) An unconditioned group results in a negative product attitude regarding a utilitarian product rather than a hedonic product
Supported
Supported
`H3 Product attitude has a positive influence on purchase intention
Supported
H4 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Supported
H5 (a) Positive reinforcement has a positive influence on consumer pleasure and arousal
Supported
(b) Negative reinforcement has a positive influence on consumer pleasure and arousal
Not Supported
H6
(a) Positive reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
(b) A negative reinforcement has a positive influence on the repurchase intention and monetary promotion is more moderating than the non-monetary repurchase intention
Supported
H7 Consumer pleasure and arousal have a positive influence on repurchasing intentions
Supported
5 Summary and Conclusions
This study examined the influence of classic and operant conditioning on online consumer purchase and repurchase intentions In the first experimental result we confirmed that the consumer was affected by the product advertising picture effect consumers were attracted to the product message were restricted to the preference of products and the products produced positive or negative attitudes We think that advertisements of the implied emotional stimulation can directly influence the attitudes of consumers using the classical conditioning learning principle Finally the consumers attitude toward the product influenced their purchase intention Most of the hypothesis were supported The results also showed that when consumers received negative reinforcement stimulus their repurchase intention did not become significantly higher for hedonic products than for utilitarian products Therefore H5b was not supported The reason for this result might be that for some consumers not all of the hedonic products were necessities (Lacher 1989) Thus their repurchase intention did not become significantly higher under negative reinforcement stimulus However when the hedonic products were important to consumers repurchase intention was raised significantly by negative reinforcement stimulus Therefore there was no significant difference between utilitarian and hedonic products under positive reinforcement stimulus Furthermore consumers were sensitive to
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
negative reinforcement stimuli when the products were utilitarian products Thus repurchase intention towards utilitarian products was lower under negative reinforcement stimulus (Sen amp Lerman 2007 Cheung et al 2009) Compared with classical conditioning operation conditioning mainly emphasized that consumers were affected by external stimulation enhancement and were also active and engaged in learning activities In the second experiment using coupons and gift vouchers the restriction of sales promotion activities affected consumers repurchase intention We expected that the consumer through operant conditioning would respond to different promotions (coupons and gift vouchers) Finally it influenced consumers emotions in regard to their repurchase intention In the past classical and operant conditioning were usually separate discussions but in this study we tried to make the sequential arrangement the second phase of the experiment Its significance for consumers occurred through passive classical conditioning stimulation and then in the operation and under active stimulation It allows the consumer to learn and influences consumersrsquo purchase intention and repurchase intention
References
Allen Chris T and Chris A Janiszewski (1989) Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research Journal of Marketing Research 26(2) 30-43
Bandura A amp Rosenthal T L (1966) Vicarious classical conditioning as a function of
arousal level Journal of Personality and Social Psychology 3 54-62 Batra R amp Ahtola O T (1990) Measuring the hedonic and utilitarian sources of consumer attitudes Marketing Letters 2(2) 159-170 Babin B J William R D amp Mitch G (1994) Work andor FunMeasuring Hedonic
and Utilitarian Shopping Value Journal of Consumer Research 20 644-656 Baker J Levy M amp Grewal D (1992) An experimental approach to making retail store environmental decisionsrdquo Journal of Retailin 68(4) 445-460 Craig K D amp Weinstein M S (1965) Conditioning vicarious affective arousal
Psychology Reports 17 955-963 Craik K H (1973) Environmental psychology Annual Review of Psychology 24 403-421 Crowder M J (1978) Beta-binomial anova for proportions Journal of the Royal Statistical
Society 27 43-37 Cheung M Y Luo C Sia C L amp Chen H (2009) Credibility of electronic word-of-mouth
informational and normative determinants of on-line consumer recommendations International Journal of Electronic Commerce 13(4) 9-38
Liu C I (2003) Effect of Reason Analyzing on Consumer Attitude Change The
Moderating Role of Need for Cognition Dawson M E (1973) Can classical conditioning occur without contingency learning
A review and evaluation of the evidence Psychophysiology 10(1) 82-86
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Dubeacute L Cervellon M C amp Jingyuan H (2003) Should consumer attitudes be reduced to their affective and cognitive baseds Validation of a hierarchical model International Journal of marketing research 20 259-272
Dodson A Tybout A amp Sternthal B (1978) The Impact of Deals and Deal Retraction on Brand switching Journal of Marketing Research 15(1) 72-81 Donovan R J amp Rossiter J R (1982) ldquoStore atmosphere the environmental psychology approachrdquo Journal of Retailing 58 34-57 Dhar R amp Klaus W (2000) Consumer Choices Between Hedonic and Utilitarian
Goods Journal of Marketing Research 37(2) 60-71 Donovan R J Marcoolyn G Nesdale A Store atmosphere and purchasing behavior
Journal of Retailing 70 283-294 Dodds W B amp Kent B M (1985) The Effect of Brand and Price Information on
Subjective Product Evaluations Quoted in Advances in Consumer Research 85-90 Eroglu S A Machleit K A amp Davis L M (2001) Atmospheric qualities of online
retailing A conceptual model and implications Journal of Business Research 54 177-184
Eroglu S A Machleit K A amp Davis L M (2003) Empirical testing of a model of online store atmospherics and shopper responses Psychology amp Marketing 20 (2)
139-150 Fornell C (1992) A National Customer Satisfaction Barometer The Swedish
Experience Journal of Marketing 56 6-21 Foxall G R (1990) Consumer psychology in behavioral perspective New York
Routledge Folkes V S (1988) Recent Attribution Research in Consumer Behavior A Review and
New Directions Journal of Consumer Research 14(3) 548-565 Fishbein M amp Ajzen I (1975) Belief attitude intention and behavior An introduction to
theory and research Reading MA Addison-Wesley Fishbein M amp Middlestadt S E (1995) Noncognitive effects on attitude formation and
change Fact or artifact Journal of Consumer Psychology 4 181-202 Fiore A M Kim J amp Lee H (2005b) Effect of image interactivity technology on
consumer responses toward the online retailer Journal of Interactive Marketing 19(3) 38-53
Gorn G J amp Goldberg M E (1982) Behavioral evidence of the effects of televised food
messages on children Journal of Consumer Research 9 200-205 Huck S W amp MeLean R A (1975) Using a Repeated Measures ANOVA to Analyze the
Data from a Pretest-Posttest Design A Potentially Confusing Task Psychological
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Bulletin 82 511-518 Hirschman Elizabeth C amp Morris B H (1982) Hedonic Consumption Emerging
Concepts Methods and Propositions Journal of Marketing 46 92-101
Kotler P （2000） Marketing Management Analysis Planning Implementation and
control New Jersey Prentice Hall Kotler P amp Keller K L (2009) Marketing management (13th ed) Upper Saddle River
New Jersey Prentice Hall Kotler P (1991) Marketing management analysis planning implementation and
control New Jersey Prentice Hall Kim M K Park M C amp Jeong D H (2004) The effects of customer satisfaction and
switching barrier on customer loyalty in Korean mobile telecommunication services Telecommunications Policy 28 145-149
Khan U amp Dhar R (2010) Price framing effects on purchase of hedonic and utilitarian bundles
Journal of Marketing Research 47 1090-1099 Schultz E Don Robinson A William amp Petricon Lisa (1993) Sales Promotion
Essentials 2 NTC Publishing Group Shimp T A (1991) Neo-Pavlovian conditioning and its implications for consumer theory
and research Handbook of Consumer Behavior 162-187 Shimp T A Stuart EW amp Engle RW (1991) A program of classical conditioning
experiments testing variations in the conditioned stimulus and context The Journal of Consumer Research 18 1-12
Strahilevitz M amp Myers J (1998) Donations to charity as purchase incentives How well
they work may depend on what you are trying to sell Journal of Consumer Research 24 (4) 434-446
Sen S amp Lerman D (2007) Why are you telling me this An examination into negative
consumer reviews on the web Journal of Interactive Marketing 21 76-94 Thaler R (1980) Toward a Positive Theory of Consumer Choice Journal of Economic
Behavior and Organization 1(1) 39-60 Liebert R M Sprafkin J N amp Davidson E S (Eds) (1982) The early window Effects
of television on children and youth New York Pergamon Press Lacher K T (1989) Hedonic consumption music as a product Advances in Consumer Research 16 367-373 Morris J D Woo C Geason J A et al (2002) The power of affect predicting
intention Journal of Advertising Research 42(3) 7-17 Miller N E (1969) Learning of visceral and glanduter responses Science 163 434-449
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013 Bangkok Thailand ISBN 978-1-922069-20-7
Mehrabian A amp Russell J A (1974) An Approach to Environmental Psychology MIT Press Cambridge MA Michael W A Marc W amp Sik H N et al (2000)Values and beliefs of vegetarians and
omnivores Journal of Social Psychology 140(8) 405-422 Peltier J W amp Westfall J (2000) Dissecting the HMO-benefits managers relationship
What to measure and why Marketing Health Services 20(2) 4-13 Prelec D amp Loewenstein G (1998) The red and the black Mental accounting of savings
and debt Marketing Science 17(1) 4-28 Thorndike E L (1913) The Psychology of Learning New York Teachers College Watson John B (1913) Psychological Review 20(2) 158-177 Vaughn K B amp Lanzetta J T (1980) Vicarious instigation and conditioning of facial
expressive and autonomic responses to a models expressive display of pain Journal of Personality and Social Psychology 38 909-923
Voss K E Spangenberg E R amp Grohmann B (2003) Measuring the hedonic and
utilitarian dimensions of consumer attitude Journal of marketing research 40(3) 310-320
