IV. RESULTS AND DISCUSSIONS
4.2 Diversity Analysis between Genders Souvenir Pre-Purchasing
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 females have more cravings than males to ensure improved purchase decisions or have a overall interest in learning more about the products (Baumgartner & Steenkamp, 1992).
In addition, this finding is in consistent with Moutinho (1987) who suggested that searching information is a need to access a variety of sources before making a purchasing decision therefore making the decision three consideration are identified, known as
motivation, sources and determinant. The individual’s primary motivation for undertaking the search of information is the progress of planning is to enhance the right decision making (Assaker & Hallak, 2013).
On the other hand, the results for purchasing intention shows that males have higher purchasing intention than females, it can be that males have the preparation of purchasing or the use of souvenir, or even a connection, such as their reactions to the souvenirs (Mullen &
Johnson, 2013). The results of finding could be that males have different mental state than females, such as their belief and knowledge of the souvenir (Cohen & Levesque, 1990).
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The correlation between exploratory information seeking and purchasing intention is highly associated to one another. As expected, consumers who search for information about the product is often interested in the product, or have the desire to purchase the product.
(Baumgartner & Steenkamp, 1996). The finding suggest that, consumers with higher
exploratory acquisition of products like to take risk when purchasing a product, he/ she is not familiar with, the findings of the result, supports the results of previous research.
The opinions of others can be easily influenced on how an individual value the products.
Individuals changes their value on the product when other people affect them with their opinions (Campbell-Meiklejohn et al., 2010), therefore, his finding provides clear evidence that influence from individuals with experience, and family and friend can change a person’s decision. In addition, consumers will be more interested in neutral sources, opinion of others or even marketing such as advertisements, magazines, television commercials and much more whenever he/she has experienced of that product (Murray, 1991). Yet, consumers will also have a higher purchasing intention toward the product that he/she has experience. It is related to the study of Fishbein and Ajzen (1975), which they suggested the purchasing intention is collected of an individual’s evaluation and attitude toward a product and other external factors such as experience, knowledge, belief, opinion of others and advertisements.
The multiple regression test analysis enables us to make prediction with more than one variables, and analyze the variables influence (Abdu, 2013). As can be seen in table 15, exploratory acquisition of product and purchasing intention shows significant relationship, β=.27,p<.001. This indication suggest that individuals with a higher exploratory acquisition
of product, will have a higher purchasing intention, and individuals with higher exploratory acquisition of product will be more explorative and enjoys it more while taking risk when purchasing a product he or she is unfamiliar with (Baumgartner & Steenkamp, 1996).
On the other hand, the result for exploratory information seeking also indicates
significance with purchasing intention β=.19,p<.001, this concludes that an individual with
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higher exploratory information seeking, has a higher purchasing intention. This finding is in consistent with Moutinho (1987), where the finding suggest that consumers will search for variety of information regarding to the product before making the purchase.
Nevertheless, as the result shows that opinion of others and purchasing intention has
significant relationship β=.17,p<.001 and the overall explanatory power can be determined by R2, which is equal to .307 that showed 30.7% of the variation, that occurs in the purchasing intention.
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CHAPTER V
CONCLUSIONS AND RECOMMENDATION
This chapter was divided into two sections; summary of findings and recommendation for future studies
5.1 Conclusion
Descriptive Analysis of the Participants
The demographic background of the study, participants from four universities (Fu Jen University, National Taiwan Normal University, University of Taipei and National Taiwan University are equally distributed. More than half of the participants are females, and the mean age of the participants are 21 years old. Another notable result is that majority of the participants have monthly disposable income, and only some participants do not have
monthly disposable income. The mean of monthly disposable income for the participants are NT$ 6452.17, in addition, the amount of money the participants willing to spend on souvenir is worthwhile to note, most of the participant are only willing to spend an amount below NT$
1000 on a souvenir, on the other hand, only a few of the participants willing to spend over a NT$1000 on Souvenirs. From the result, the participants from the four universities use Internet as their media habit and for some participants they use television as there media habit. The most favorable souvenir for the Summer Universiade is Universiade Drawstring bag and it is also both males and females favorite souvenir
t-test Analysis between Genders Souvenir Pre-Purchasing Behavior
According to the t-test analysis between the genders exploratory buying behavior, attitude toward information and purchasing intention. As can be seen, females has higher exploratory information seeking than males, therefore when females are interested in a
51
product or having uncertainty about the product, they will seek for more information about the product to gain knowledge or make a better purchase decision. On the other hand, males has higher purchasing intention than females, therefore the result of the males purchasing intention will mostly respond to the product and will lead it to buy the actual product.
Correlation Analysis between Exploratory Buying Behavior Tendency, Attitude Toward Information and Purchasing Intention
The correlation analysis between exploratory acquisition of product, exploratory information seeking, marketing (Ad/Selling), personal experience, opinion of others and purchasing intention significantly correlated to one another. Therefore when increasing consumers’ exploratory buying behavior tendency it would increase their attitude toward information and when a increase in consumers attitude toward information, consumers will increase their purchasing intention. This concluded that exploratory buying behavior tendency, attitude toward information and purchasing intention are linked to each other.
Therefore, from the significance of correlation analysis, regression analysis can then be analyzed on exploratory buying behavior tendency and attitude toward information toward purchasing intention.
Consumers’ Regression Analysis of Exploratory Buying Behavior Tendency, Attitude Toward Information toward Purchasing Intention
From the regression analysis, three subscales “exploratory acquisition of product”,
“exploratory information seeking” and “opinion of others” shows predictive power toward purchasing intention. From this result, it can be seen that exploratory acquisition of product, exploratory information seeking and opinion of others is an important factor toward
consumers purchasing intention, therefore, increasing the consumers exploratory acquisition of product, exploratory information seeking and opinion of others will increase in consumers
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overall purchasing intention. Furthermore, in a more general sense, an increase in consumers purchasing intention, will lead to an increase in consumers purchasing intention toward the souvenirs from 2017 Summer Universiade.
5.2 Recommendation
Recommendation for practical applications:
The research findings from demographic background lead us to believe that 91.2% of the participants from the four universities are only willing to spend below NT$1000, moreover, their monthly disposable income average is NT$6452.17, so when designing souvenirs, it is important that souvenirs from the Summer Universiade should not exceed the price above a NT$1000.
Based on the results, university students top three willing to purchase souvenirss for the 2017 Summer Universiade are Bravo Plush Doll, Universiade Mug and To Go Tumbler, therefore, the hosting city should ensure the production of the top three souvenirs are produced enough, in case of any out of stocks during the duration of the event.
In this research, souvenirs such as “Universiade Magic Scarf” and “Nunchaku Pen” are the least wanted souvenir, this could be that consumers do not know what Universiade Magic Scarf and Nunchaku Pen is, so consumers have less attachment to the souvenirs, so for the recommendation, more marketing strategies needs to be applied, especially on internet, as can be seen 86.1% of the participants use internets as their media habit. On the other hand,
television commercials, advertisements, magazines, newspapers, billboards and social medias must not be ignored.
Recommendation for future studies:
In this study, the research participants are students, so for future studies, the demographic variables of participants can be changed to examine participants who are working, and compare the monthly disposable income and amount willing to spend on
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souvenir with the university students. In addition, analyze whether the amount of money willing to spend on souvenirs will be significantly different.
After comparing the results of Taiwanese participants’ exploratory buying behavior tendency, attitude toward information and purchasing intention toward souvenir from 2017 Summer Universiade, future researchers can consider examining other participants from different countries and compare the differences between different participants from around the world.
This research used quantitative analysis as research method to retrieve data. Data are obtained from participant by questionnaires, so to be more sufficiently comprehensive, future research can conduct a qualitative analysis for an in-depth interview in order to collect a more complete data.
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