Input factors and outcomes of pre-purchase dissonance
This study addresses problems faced by parents regarding the choice of private tertiary education in Malaysia, for their children. Due to the intense competition to get a place in Malaysian Public Universities, parents turn to Private HEIs to pursue their children’s dreams. Private HEIs make enti...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/70850/1/FEP%202017%2019%20-%20IR.pdf |
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| Summary: | This study addresses problems faced by parents regarding the choice of private tertiary
education in Malaysia, for their children. Due to the intense competition to get a place
in Malaysian Public Universities, parents turn to Private HEIs to pursue their
children’s dreams. Private HEIs make enticing promises but the deliverables are not
guaranteed; this, coupled with prohibitive costs often leaves parents in a dilemma
which is known as Cognitive Dissonance. Previously, Cognitive Dissonance was
believed to exist at the post-facto phase only. However, a recent study has shown that
Cognitive Dissonance also exists at the ex-ante phase. Consequently, this research
posits that if Cognitive Dissonance could be reduced at the ex-ante phase (i.e., Pre-
Purchase Dissonance), it could increase buyers’ positive feelings towards a product;
and, as a result, lead to a greater likelihood of purchase. Drawing on the Theory of
Buyer Behavior, this study proposes a conceptual framework that examines the effects
of antecedent and moderating variables on Pre-Purchase Dissonance vis., i) Brand
Equity, Buyer Involvement and Advertising were independent variables, ii) Pre-
Purchase Dissonance and Pre-Purchase Satisfaction were sequential mediating
variables, iii) Buyer Expectation was the moderating variable, and iv) Word-Of-Mouth
(WOM) was the moderating variable. Questionnaires were distributed to parents at
education fairs and university open days in the Kuala Lumpur. This research adopted
a purposive sampling technique; and 394 respondents completed the survey. Variance
Based–Structural Equation Modelling (VB-SEM) was used to analyze the data
(SmartPLS 3.0). The findings of this study suggest that Brand Equity and Buyer
Involvement can reduce Pre-Purchase Dissonance; while advertising can induce Pre-
Purchase Dissonance. Pre-Purchase Dissonance and Pre-Purchase Satisfaction were
found to have a negative relationship. Pre-Purchase Satisfaction was also found to
have a positive relationship with Purchase Intention. The findings also revealed that
Pre-Purchase Dissonance and Pre-Purchase Satisfaction have a sequential mediating
effect between Brand Equity and Advertising. This research found that WOM
moderates the relationship between Pre-Purchase Dissonance and Pre-Purchase
Satisfaction. These findings, suggest that Pre-Purchase Dissonance can be reduced at the ex-ante phase. Practically, marketers of Private HEIs should focus their marketing
strategy on enhancing their Brand Equity, and promote parent Involvement to reduce
Pre-Purchase Dissonance. In contrast, this research suggests that marketers should
reconsider their Advertising strategy to attract parents because Advertising seems to
create dissonance among parents. |
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