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:	Mohd Radzol, Aifa Rozaini
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Consumer behavior - Research Cognitive dissonance
Online Access:	http://psasir.upm.edu.my/id/eprint/70850/1/FEP%202017%2019%20-%20IR.pdf
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spelling	my-upm-ir.708502019-08-29T06:58:08Z Input factors and outcomes of pre-purchase dissonance 2017-07 Mohd Radzol, Aifa Rozaini 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. Consumer behavior - Research Cognitive dissonance Education, Higher - Malaysia 2017-07 Thesis http://psasir.upm.edu.my/id/eprint/70850/ http://psasir.upm.edu.my/id/eprint/70850/1/FEP%202017%2019%20-%20IR.pdf text en public doctoral Universiti Putra Malaysia Consumer behavior - Research Cognitive dissonance Education, Higher - Malaysia
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Consumer behavior - Research Cognitive dissonance Consumer behavior - Research
spellingShingle	Consumer behavior - Research Cognitive dissonance Consumer behavior - Research Mohd Radzol, Aifa Rozaini Input factors and outcomes of pre-purchase dissonance
description	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.
format	Thesis
qualification_level	Doctorate
author	Mohd Radzol, Aifa Rozaini
author_facet	Mohd Radzol, Aifa Rozaini
author_sort	Mohd Radzol, Aifa Rozaini
title	Input factors and outcomes of pre-purchase dissonance
title_short	Input factors and outcomes of pre-purchase dissonance
title_full	Input factors and outcomes of pre-purchase dissonance
title_fullStr	Input factors and outcomes of pre-purchase dissonance
title_full_unstemmed	Input factors and outcomes of pre-purchase dissonance
title_sort	input factors and outcomes of pre-purchase dissonance
granting_institution	Universiti Putra Malaysia
publishDate	2017
url	http://psasir.upm.edu.my/id/eprint/70850/1/FEP%202017%2019%20-%20IR.pdf
_version_	1747812920490721280

Input factors and outcomes of pre-purchase dissonance

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