| Title |
Vartotojų laimingumo įtaka impulsyviam pirkimui / |
| Translation of Title |
The influence of consumer‘s happiness on impulsive purchase. |
| Authors |
Radzevičiūtė, Indrė |
| Full Text |
|
| Pages |
69 |
| Keywords [eng] |
happiness ; material purchase ; experiential purchase ; impulsive purchase |
| Abstract [eng] |
The aim of this thesis is to determine the influence of consumer‘s happiness on impulsive purchase. Master's thesis analyzes and systematizes Lithuanian and foreign scientists' theoretical and practical works associated with happiness conceptual essence of the factors that determine happiness, and also discusses the theory of underpinning happiness. The paper analyzes the material and experiential purchases conceptual essences and the link with happiness. As well as Master's thesis deals with impulsive purchases. The analysis of the scientific literature revealed that consumer happiness sand their tendency to buy on impulse interfaces conceptual justification is not sufficiently developed the results are contradictory so it actualizes the value of further research of this theme. The paper is based on scientific literature centered on consumer’s happiness influence on impulsive purchase value and problems revealed in the conceptual essence of happiness, conceptualized consumers' impulsive consumption, high lighting the theoretical components of construct. The model is based on the theory of consumer happiness effects on impulsive purchase, methodology of consumer happiness influence on impulsive purchase and empirically tested consumer happiness for impulsive purchase model. Theoretical model was established empirically, the user's happiness tendency affects to make impulsive purchases based on the experience of having a positive impact on the purchase's happiness and material purchases have a negative impact on happiness. The results of research suggest that greater happiness leads to less impulsive purchases. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2015 |
