II. REVIEW OF LITERATURE
2.5 Summary
2.5 Summary
It is essential to examine the different demographic groups who are more likely to purchase the souvenir from the 2017 Summer Universiade. Examining different demographic segments, exploratory buying behavior tendency, attitude toward information and purchase intention helps understand consumers souvenir pre-purchasing behavior for the 2017 Summer Universiade. The concept of exploratory buying behavior tendency, consumers can have two methods of exploratory buying behavior tendency, such as exploratory acquisition of products (EAP) and exploratory information seeking (EIS). Individuals with higher EAP enjoys it more while taking risks in buying products that they are not familiar with, and are keener to try new and creative products, this can be for consumers that are willing to try new products such as souvenir from the 2017 Summer Universiade. Consumers with higher EIS are more
explorative and tend to seek for more information when purchasing new product (Steenkamp
& Baumgartner, 1996). Consumers with higher EIS will seek for more information of souvenir from 2017 summer Universiade before buying the souvenir they are not familiar with.
Attitude toward information as indicated by Murray (1991) that there are four information sources used in the consumer information acquisition process. They are: a.
personal direct observation and experience; the experience or observation the consumers have from previous or upcoming summer Universiade. b. advice of social sources, this is the advices and social sources of 2017 Summer Universiade received from friends, families, significant others, and acquaintances. c. mass media or marketing sources of 2017 Summer Universiade consumers observe and receive, and finally with. d. editorial or neutral sources that consumers receive about the Summer Universiade
Mullen and Johnson’s (2013) purchasing intention is the planning of buying or the use of souvenir from the Summer Universiade. Intention delivers a connection between consumers' such as their behavior toward the souvenir from the game.
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There was limited knowledge on the relationship between exploratory buying behavior, and attitude toward information; exploratory buying behavior tendency toward purchasing intention: and attitude toward information and purchasing intention of souvenir from 2017 Summer Universiade. Through literature review, consumers that has higher EAP or EIS is related to consumers purchasing intention, with higher EAP or EIS consumers will take risk in buying souvenir or search for information about the souvenir, this is purchasing intention of the consumer.
The prices of souvenir is close to what students can afford except for the mascot, the price of the mascot is NT$580 (Taipei 2017 29th Summer Universiade , 2017), but according to Chang and Tai (2015) the mascot students are willing to pay for is in between
NT$100~490.
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CHAPTER III METHODLOGY
The purpose of this thesis was to investigate the demographic background of the university student and the differences among different demographics of the students on exploratory buying behavior tendency, attitude toward information, and purchasing intention.
In addition, examining the relationship between exploratory buying behavior tendencies, attitude toward information, and purchasing intention.
In this chapter, the research methodology was designed to explore research questions. It is divided into five part; research structure, population and sample, research design and procedure, instruments and data analysis.
3.1 Research Structure
The purpose of this study was to examine university student souvenir pre-purchasing behavior for the 2017 Summer Universiade. The university students’ characteristics used demographic variables to examine various analyses
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Figure 3. Framework of research
3.2 Populations and Participant
This research was to investigate consumers’ exploratory buying behavior tendency, attitude toward information and purchase intention. This research focused on university students from Fu Jen Catholic University, National Taiwan Normal University, University of Taipei and National Taiwan University. These university students were chosen as the
respondent because; several 2017 Summer Universiade Games competition venues will be held in the above-mentioned university. According to Krejecie and Morgan’s (1970) table for determining sample size for a 95% of confidence level, 384 questionnaires will be needed. In this study, 600 questionnaires were handed out to the four universities, with a return rate of
Demographic
29
100%, and 551 valid questionnaires for this study. Krejecie and Morgan (1970) used the following formula to determine sampling size.
S = X2 NP (1-P)/ d2 (N-1) + X2 P(1-P) S = required sample size
X2 = the table value of chi-square for one degree of freedom at the desired confidence level N
= the population size
P = the population proportion (assumed to be .50 since this would provide the maximum sample size)
d = the degree of accuracy expressed as a proportion (.05)
3.3 Research Design and Procedure
In this section, after the concept formation was formed, research problems were assured and data collection from relevant literature (exploratory buying behavior tendency, attitude toward information and Purchasing intention) was established for the preparation of the research instrument. The following research procedure is shown in figure 4
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Figure 4. Procedure
3.4 Instruments
The instrument was originally written in English, but for Taiwanese population, all instruments were modified from English to Traditional Chinese for each group of participants.
To achieve the purposes, the instrument included the following:
1.Reviewing relevant literature
2.Identify research topic
3.Desinging research method
4.Developing the instrument
5.Questionaire design
6.Reliability check
7.Data Analysis
8.Presenting the report
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Exploratory Buying Behavior Tendency Scale
20-item Exploratory Buying Behavior Tendencies (EBBT) inventory based on 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree), which includes of 10- item subscale of Exploratory Acquisition of Product (EAP) and 10- item subscale of Exploratory Information Seeking (Baumgartner & Steenkamp, 1996). Moreover, For the original inventory, the estimates of internal consistency based on Cronbach’s alpha for the EAP and EIS ranged from .75 to .84 (Baumgartner & Steenkamp, 1996). The Cronbach’s alpha for this study is in range from .84~.88 as can be seen in table 2.
Table 2.
Exploratory Buying Behavior Tendency Scale
Scale Item Questions Cronbach’s
Exploratory Acquisition of
Product
1. Even though certain different types of souvenir are available, I tend to buy the same type.
2. I tend to stick with a souvenir from Summer Universiade I usually buy souvenir and will not try other unfamiliar souvenir.
3. I think of myself as a brand-loyal consumer for Summer Universiade Souvenir.
4. When I see a new type of souvenir, I’m not afraid of giving it a try.
5. When I go to a souvenir store, I feel it is safer to purchase the type of souvenir I am familiar.
6. If I like a souvenir, I rarely switch from it to try different type of souvenir.
.84
(Continued)
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7. I am very cautious in purchasing new or different souvenir.
8. I enjoy having different type of souvenir, thus I will buy unfamiliar type of souvenir.
9. I rarely buy same type of souvenir about which I am uncertain how well they look.
10. I usually buy the same type of souvenir
Exploratory Information
Seeking
11. I feel that reading advertising or information about souvenir from 2017 Summer Universiade is a waste of time.
12. I like to go to souvenir store to find out the latest souvenir.
13. I get very bored listening to others about their purchases.
14. I often pay attention to advertisements of souvenir from 2017 Universiade
15. I don’t like to shop around just out of curiosity 16. I like to browse through mail order catalogs for souvenir from 2017 Summer Universiade even when I don’t plan to buy any souvenir
17. I usually throw away mail advertisements without reading them
18. I like to shop around in souvenir store and look at displays of souvenir from 2017 Summer
.88
(Continued)
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19. I don’t like to talk to my friends about my purchases of souvenir
20. I often read advertisements for souvenir just out of curiosity
Attitude Toward Information Scale
The 22-item information sources inventory developed by Murray (1991) indicated that there were four information sources used in the consumer information acquisition. They were:
(a) mass media or marketing sources which has 7 questions; (b) personal direct observation and experience which has 3 questions; (c) the advice of social sources, including family members, significant others, friends, and acquaintances which has 4 questions; and (d) editorial or neutral sources with 8 questions. The 22 items had a 7-point Likert type scale ranging from 1 (definitely not) to 7 (definitely would) and high mean scores indicated a high level of information search behavior. The estimates of internal consistency reliability
estimates by Cronbach’s alpha from 0.70 to 0.88 (Murray, 1991). In addition, this study’s cronbach’s alpha is from .62 to .89 as can be seen on table 3 and the overall cronbach’s alpha is .93
Table 3.
Attitude Toward Information Scale
Scale Item Questions Cronbach’s
Marketing Ad/Selling
1. Ask for a demonstration of the souvenir.
2. Ask the opinion of the salesperson or staff.
3. Pay attention to magazine ads about the souvenir before buying.
.82
(Continued)
34
4. Ask to try or sample the souvenir before purchasing.
5. Pay attention to TV commercials about the souvenir before buying.
6. Ask the opinion of the owner or manager of the facility or retail store.
7. Ask the opinion of an employee or the company offering the souvenir, such as the receptionist, desk staff, professional, etc.
Personal Experience
8. Think about my previous involvement with this type of souvenir.
9. Rely on past personal experience.
10. Try to experience first-hand all I could about the souvenir.
.63
Opinion of Others
11. Try to remember what alternative my friends use.
12. Pay attention to radio commercials for the souvenir.
13. Ask the opinion of a friend or someone I know.
14. Try to recall relevant events which I can associate with this souvenir.
.74
Neutral Sources
15. Ask a member of my family or a relative for
their opinion. .89
(Continued)
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Purchasing intention Scale
The willingness to buy was construct was measured with a three item scale measured in 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) (Dodds, Monroe, and Grewal, 1991). The estimates of internal consistency reliability estimates by Cronbach’s alpha is .92 (Dodds, Monroe, and Grewal, 1991). In this study the cronbach’s alpha for purchasing intention is .90
16. Check some type of printed consumer information source for objective ratings, e.g., Consumer Reports, etc.
17. Consider what a magazine article may say about the product.
18. Pay attention to newspaper ads about the product before buying.
19. See a written description of the product or service or study a detailed descriptive analysis of the product or service.
20. Read available information such as printed brochures, pamphlets, or other information provided by the seller.
21. Read a report written by a knowledgeable third party, such as an event host or consultant, authority on souvenir, or someone with similar expertise.
22. Pay attention to what previous users of the souvenir (customers) had to say about it.
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Table 4.
Purchasing Intention Scale
Scale Item Questions Cronbach’s
Purchasing Intention
1. I would purchase this souvenir from 2017 Summer Universiade.
2. I would consider buying at this price.
3. The probability I would consider buying.
.90
Demographic.
The demographic are composed by 6 items, which are described as follow:
1. Gender 2. Age
3. Monthly disposable Income
4. Money willing to spend on souvenir from Taipei Summer Universiade 5. Media Habit
6. Type of souvenir from Taipei Summer Universiade willing to buy 7. School
Table 5.
Demographic Table.
1. Gender (1)□ Male (2)□ Female 2. Age ________years old
3. Monthly disposable income? (1)□ None (2) ________NT dollar 4. Money willing to spend on souvenir from Taipei Summer Universiade?
(1)□Under NT$1,000 (2)□NT$1,000- NT$2,000 (3)□NT$2,001- NT$3,000 (4)□NT$3,001- NT$4,000 (5)□NT$4,001- NT$5,000 (6)□Above NT$5,000
(Continued)
37
5. Media Habit (1)□Television (2)□Newspaper (3)□Internet (4)□Media 6. Type of souvenir from Taipei Summer Universiade willing to buy?
(1) □ Bravo Plush Doll (2) □ Universiade POLO Shirt (3) □Universiade Magic Scarf (4) □ Universiade Mug (5) □ Universiade Paper Tape (6) □Universiade Drawstring Bag
(7) □ Universiade Pin (8) □ Taipei T-shirt (9) □ Universiade Cap
(10) □ Universiade Nunchaku pen(11) □ Universiade Key Ring(12) □ To Go Tumbler
3.5 Data Analysis
Data analysis consists of descriptive analysis, independent sample t test analysis, correlation analysis, analysis of variance (ANOVA) with independent samples and multiple linear regression (MLR) will be statically analyzed using IBM SPSS Statistics windows 22.0.
Descriptive Analysis
The descriptive analysis was used to examine all the variables and remove all the invalid questionnaires.
Independent samples t test analysis
A t test analysis was used to analyze if the mean of the participant significantly differs.
Analysis of Variance (ANOVA) with independent samples
Analysis of variance was performed to analyze the difference between the variables.
ANOVA is used to compare the variables for the significance.
Pearson Correlation Analysis
Correlation Analysis was used to analyze whether the variables are associated to one another Multiple linear regression (MLR)
MLR was used to determine the relationship among the variable and the amount of variance a set of variables explains the dependent variable.
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CHAPTER IV
RESULTS AND DISCUSSIONS
The purpose of this research was to investigate the relationship between demographic background of the university student and the differences of the demographics of the university student on exploratory buying behavior tendency, attitude toward information, and purchasing intention. In this study 600 questionnaires were handed out to the four universities, with return rate of 100%. Finally, after deducting some invalid questionnaires, 551 (92%) valid questionnaires were used for this study. In this chapter, the results and discussion was designed to answer the research questions. It is divided into five part; descriptive analysis of the participants, diversity analysis between genders toward souvenir pre-purchasing behavior, correlation analysis, regression analysis and research discussions
4.1 Descriptive Analysis of the Participants
The questionnaires were obtained on the 20 March 2017 to 12 April 2017, using
exploratory buying behavior tendency, attitude toward information, purchasing intention scale and demographic data to analyze the participants from the four universities (Fu Jen Catholic University, National Taiwan Normal University, University of Taipei and National Taiwan University), as can be seen on the tables below.
Results of Research
School. The four universities chosen for this study are, Fu Jen University with 132 participants which is 24% of the entire participants, National Taiwan Normal University with 142 participant (25,8%), University of Taipei with 141 participants (25.6%) and Nation
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Taiwan University with 136 participants (24.7%), with a total of 551 participants.
Table 6
School Allocation Table (n=551)
School Frequency Valid Percent
Fu Jen University 132 24
National Taiwan Normal University 142 25.8
University of Taipei 141 25.6
National Taiwan University 136 24.7
Gender. From the participants of the four universities more than half of the participants are females with 314 females (57.1%); on the other hand, there were 236 males (42.9%) in this study.
Table 7
Gender Allocation Table (n=550)
Gender Frequency Valid Percent
Male 236 42.9
Female 314 57.1
Age. As can be seen in table 8, the mean age of the participants from the four different universities are 21.9 years old, the youngest being 18 years old, and the oldest is 56 years old.
Monthly disposable income. In this study, 412 participants have monthly disposable income where the mean disposable income is NT$ 6452.17 and only 103 participants have no monthly disposable income.
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Table 8
Age and Monthly Disposable Income Allocation Table
N Minimum Maximum Mean Std. Deviation
Age 547 18 56 21.85 3.91
Monthly Disposable Income
512 0 100000 6452.17 7635.31
Amount of money willing to spend on souvenir. There are 498 participant which are willing to spend below NT$1000 on a souvenir, representing at 91.2% of the participant, on the other hand, only 39 participants willing to spend about NT$1000 to NT$2000 on the souvenir, representing at 7.1%
Table 9.
Amount of Money Willing to Spend on Souvenir Allocation Table (n=546)
Amount (NT Dollar) Frequency Valid Percent
Under 1000 498 91.2
1000~2000 39 7.1
2001~3000 4 .7
3001~4000 3 .5
4001~5000 1 .2
Above 5000 1 .2
Media habits. As can be seen in table 10, more than four out of five (86.1%) participants from the four universities use Internet as their media habit. Another notable result is that television is just over 10% of participant’s media habit. The least frequently reported is newspaper (1.1%) and media (0.2%)
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Table 10.
Media Habit Allocation Table (n=490)
Media Habit Frequency Valid Percent
Television 61 12.4
Newspaper 6 1.2
Internet 422 86.1
Media 1 .2
Type of souvenir from Taipei Summer Universiade willing to buy. According to the table 11, the most favorable souvenir is Universiade Drawstring bag (15%). Another notable result is that three types of souvenir; Bravo Plush Doll (10.8%), Universiade Mug (10.3%) and To Go Tumbler (10.4%) has similar percentage of interest from the participants. As can be seen, the least favorable souvenir is Universiade Magic Scarf and Universiade Nunchaku Pen
Table 11.
Type of Souvenir from Taipei Summer Universiade Willing to Buy Allocation Table (n=513)
Universiade Souvenir N Percent (%)
Bravo Plush Doll 128 10.8
Universiade POLO Shirt 86 7.3
Universiade Magic Scarf 39 3.3
Universiade Mug 122 10.3
Universiade Paper Tape 97 8.2
Universiade Drawstring Bag 178 15
Universiade Pin 92 7.8
Taipei T-shirt 106 9.0
(Continued)
42
Universiade Cap 73 6.2
Universiade Nunchaku pen 50 4.2
Universiade Key Ring 89 7.5
To Go Tumbler 123 10.4
Type of souvenir different genders willing to buy. Table 12 shows the 12 type of souvenir that the two different genders are more interested in. According to the table, the most
common type of souvenir for both male and female participants willing to spend money on is the Universiade Drawstring Bag. As can be seen, females are slightly more interested in the Universiade Drawstring Bag than males, just over 2.7% higher than the male participants.
Another notable result, the participants from both genders are more interested in Bravo Plush Doll (10.8%) , Universiade Mug(10.3%) and To Go Tumbler( 10.4%) comparing between the two, females has slightly higher interest than males, with an average of 1.97 when comparing the three souvenir mentioned above. On the other hand, the least interested Universiade souvenirs like Universiade Magic Scarf (3.3%) males seems to have more interest in them, as can be seen on the table, males (1.9%) and females (1.4%)
Table 12.
Type of Souvenir Different Genders Willing to Purchase (n=512)
Universiade Souvenir Male% Female%
Bravo Plush Doll 3.5 7.4
Universiade POLO Shirt 5.1 2.1
Universiade Magic Scarf 1.9 1.4
Universiade Mug 5.0 5.3
Universiade Paper Tape 1.5 6.7
(Continued)
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4.2 Diversity Analysis between Genders Souvenir Pre-Purchasing Behavior
Table 13 shows the t- test analysis between the genders exploratory information seeking and purchasing intention. As can be seen, from the two genders, females exploratory
information seeking shows differences, t (548) = -2.514. Males exploratory information seeking (M=3.13, SD=.78), which is smaller than females (M=3.30, SD=.79). On the other hand, males purchasing intention shows significant differences to females t (548) = 2.072.
Males purchasing intention (M=3.00, SD=.97) shows higher than females (M=3.30, SD=.79).
According to the results, different genders shows no significant differences in
exploratory acquisition of product, t (548) = -1.256. Males exploratory acquisition of products (M=3.21, SD=.70) and females exploratory acquisition of product (M=3.28, SD=.66) shows no significant differences. In addition, marketing of ad also shows no significant differences between the genders, t (548) = -.144. Males marketing of ad (M=4.60, SD=.97) and females (M=4.61, SD=.95) shows no significant differences. Personal experience has no significant differences between the genders, t (548) = -1.677. Males personal experience (M=4.75, SD=.99) and females personal experience (M=4.89, SD=1.01) shows no significance. The result for opinion of others shows no significant differences between the genders t (548)
=-.119. Males opinion of others (M=4.35, SD=1.13) and females opinion of others (M=4.37,
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SD=1.09) shows no significant differences. Neutral sources between the two genders also shows no significant differences between the genders t (548) = -1.564. As can be seen, males neutral sources (M=4.44, SD=.1.14) and females neutral sources (M=4.59, SD=1.09) shows no significant differences. t-test analysis between the genders can be seen below in table 13.
Table 13
t-test Analysis between Genders
Scale Gender N M SD t
Exploratory Acquisition of Product
(1) Male 236 3.21 .70 -1.256
(2)Female 314 3.28 .66
Exploratory Information Seeking
(1) Male 236 3.13 .78 -2.514*
(2)Female 314 3.30 .79
Marketing (Ad/Selling) (1) Male 236 4.60 .97 -.144
(2)Female 314 4.61 .95
Personal Experience (1) Male 236 4.75 .99 -1.677
(2)Female 314 4.89 1.01
Opinion of Others (1) Male 236 4.35 1.13 -.119
(2)Female 314 4.37 1.09
Neutral Sources (1) Male 236 4.44 1.14 -1.564
(2)Female 314 4.59 1.09
Purchasing Intention (1) Male 236 3.00 .97 2.072*
(2)Female 314 2.83 .95
*p<.05
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4.3 Correlation between Exploratory Buying Behavior Tendency, Attitude toward Information and Purchasing Intention
According to Pearson’s correlation analysis, the result shows that exploratory acquisition of product [r(449)=.43, p=.00], exploratory information seeking [r(449)=.46, p=.00] and purchasing intention shows significant correlation. Furthermore, marketing of ad [r(449)=.35, p=.00], personal experience [r(449)=.34, p=.00], opinion of others [r(449)=.40, p=.00], neutral sources[r(449)=.32, p=.00] and purchasing intention shows significant correlation.
The table below shows the significant correlation among exploratory acquisition of products, exploratory information seeking, marketing, personal experience, opinion of others, neutral sources and purchasing intention.
Table 14
Correlations Analysis Allocation Table N=551
EAP EIS Marketing Experience Opinion Neutral Intention
EAP 1
EIS .456*** 1
Marketing .282*** .506*** 1
Experience .372*** .433*** .509*** 1
Opinion .267*** .528*** .594*** .551*** 1
Neutral .225*** .486*** .627*** .513*** .647*** 1
Intention .439*** .460*** .353*** .348*** .406*** .329*** 1
***p< .001
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4.4 Relationship between Exploratory Buying Behavior Tendency, Attitude toward Information and Purchasing Intention
The section below is the linear regression analysis of consumers’ exploratory buying behavior tendency and attitude toward information toward purchasing intention. As can be seen in table 15, exploratory acquisition of product and purchasing intention shows significant relationship, β=.27,p<.001, the higher the exploratory acquisition of product the higher the purchasing intention. Furthermore, exploratory information seeking and purchasing intention shows significant relationship with purchasing intention, β=.19,p<.001, the higher the
exploratory information seeking the higher the purchasing intention. Nevertheless, the opinion of others and purchasing intention shows significant relationship, β=.17,p<.001, the more opinion of others, the higher the purchasing intention. On the other hand, a significant equation was found, [F (6,544)=41.587 ,p<.001] with an R2 of .315.
Table 15
Regression Analysis of Exploratory Buying Behavior Tendency, Attitude Toward Information toward Purchasing Intention
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edit .010 .045 .011 .220
R R2 Adjusted R Square F
.561 .315 .307 41.59***
***p< .001
4.5 Research Discussions
The purpose of the present investigation is to examine the differences between males and females towards souvenir from Summer Universiade. The results suggest that females seek for information than males, as can be seen in the table 13. It is suggested that consumers with higher exploratory information seeking will search information related to the product
including advertisement, articles and will supply experiences of their information about the products to other people (Baumgartner & Steenkamp, 1996). Furthermore, this suggest that
including advertisement, articles and will supply experiences of their information about the products to other people (Baumgartner & Steenkamp, 1996). Furthermore, this suggest that