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Uncertainty-Seeking in Purchasing Mysterious Products: The Mediating Effect of Sensation-Seeking

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Dissertation(1.71 MB)

Date

2022

Authors

Supervisor

Kim, Jungkeun

Item type

Dissertation

Degree name

Master of Business

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

Abstract

How does uncertainty affect consumer decision-making? Insights from the extant literature inform scholars that uncertainty ought to result in unfavorable consumer responses. Nevertheless, industry practitioners have witnessed a surge of consumers’ appreciation of mysterious consumption (i.e., “blind boxes”). Such mixed findings therefore invite the thesis to address this research gap and explore the impact of uncertainty (including outcome uncertainty and probability uncertainty) on consumers’ responses. A quantitative approach utilizing the experimental method has been adopted to investigate the proposed effect of interests. By deploying a two-factor, factorial between-subjects design that manipulates outcome uncertainty (low vs. high) and probability uncertainty (low vs. high), this thesis proposed and empirically showcased that higher (vs. lower) outcome uncertainty was more likely to lead to significantly higher purchase intent. More importantly, the positive effect of outcome uncertainty is contingent upon the probability uncertainty; the effect of outcome uncertainty is present only when the probability uncertainty is high (vs. low). Furthermore, this effect occurs because when the probability uncertainty is high, greater outcome uncertainty is more prone to enhance the level of sensation-seeking, which in turn increases consumers’ purchase intent. The findings of the thesis can offer important implications for both scholars and industry practitioners. From a theoretical stand-point, first, the present work looks into the positive, instead of negative effect of uncertainty. Drawing on theories regarding hedonism and experiential values, the current research joins the emerging literature and shows that under certain circumstances, uncertainty can significantly enhance consumer favorable responses, such as the elevated purchase intent. Second, this research introduces and empirically shows the mediating effect of sensation-seeking. This is significant because although scholars might agree that hedonic experiential values might drive higher purchase intent, it is imperative to distinguish sensation-seeking from alternative factors, such as curiosity. Last but not least, this thesis explores the interplay between different types of uncertainty, namely outcome uncertainty and probability uncertainty. By differentiating the roles of different types of uncertainty, the findings herein portray a more fine-grained picture regarding under what circumstances outcome uncertainty poses a positive effect on consumers’ purchase intent. Practically, the thesis offers pivotal implications for marketers and industry practitioners. First, when marketers attempt to capitalize on uncertainty to boost consumer responses, it seems optimal to maximize both outcome and probability uncertainty. Second, regarding the findings of the significant mediating effect of sensation-seeking, marketers ought to sensation-provoking techniques and strategies to promote greater patronage behaviors.

Description

Keywords

Mysterious box; Outcome uncertainty; Probability uncertainty; Sensation-seeking; Purchase intent

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Permanent link

https://hdl.handle.net/10292/15678

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Masters Dissertations