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标题：How Consistent Are Consumers in Their Decisions? Investigation of Houseplant Purchasing
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作者：Melinda J. Knuth ; Hayk Khachatryan ; Charles R. Hall 等
期刊名称：Behavioral Sciences
电子版ISSN：2076-328X
出版年度：2021
卷号：11
期号：5
页码：73
DOI：10.3390/bs11050073
出版社：MDPI Publishing
摘要：This paper examines the impact of intrinsic consumer attributes on decision consistency in houseplant purchasing intentions. Subjects reported their likelihood to buy (LTB) for themselves and as a gift at perceived bargain and getting expensive price levels. The sample was analyzed according to those who switched their LTB ratings to relatively lower values versus subjects who did not by using their demographic characteristics and responses to plant buying behavior questions. Secondly, subjects who had high initial purchase intents were analyzed versus those who had low initial purchase intents. The results indicate that inconsistent purchase decisions are more likely to occur at the perceived getting expensive price level than the perceived bargain price points. Additionally, there are very few demographic differences among the plant buyers who are consistent with their purchase intent versus inconsistent, indicating that external environmental cues may have more of an influence on purchase consistency than intrinsic cues. This information can be utilized by greenhouse and retail firms to understand when a consumer is less likely to change their plant purchase decision with a high initial intent. These price points can help firms optimize their current price offerings within the market and create dialogues with partnering box stores.
关键词：consumer choice; inconsistency; willingness to pay; price perception; bargain; expensive consumer choice ; inconsistency ; willingness to pay ; price perception ; bargain ; expensive