| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 103 === When consumers choose to purchase online versus in-store they are faced with choosing delayed gratification of a distant item, at a lower price, or instant gratification of an item they can touch, at a higher price.
Construal level theory, explains psychological distance as having three components, temporal, spatial, and social, this research investigates the temporal and spatial aspects of online purchases, as the when purchasing items online the items are both located a distance away from the consumer and will take time to arrive to them.
Products and consumers can also be broken down into two main categories, hedonic and utilitarian. Hedonic products are products that focus on enjoyment and pleasure where as utilitarian products focus on serving a purpose.
This research surveyed 153 participants from social media platforms using Google Forms survey collection with questions rating satisfaction on a 5 point Likert scale. Each of the two situations pairs a hedonic product (an MP3 Player) with a hedonic purpose (for listening to music for pleasure) and a utilitarian product (an EBook Reader) paired with a utilitarian purpose (reading textbooks and materials for school/work purposes) and participants rated their satisfaction for various known distances of the product from them. The distances range from the same city to international, and are analyzed using IBM SPSS and Paired T-Tests to support the hypothesis of this research: participants will be willing to wait longer for utilitarian goods compared to hedonic goods.
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