Effect Of Deservingness In Frustration Situations On Purchase Decisions And Purchase Happiness

Deservingness refers to an individuals' perception and judgement of the results between the value and behavior.Faced with a setback,the individual will also have a view of deservingness,then judge whether they should sympathize or compensate themselves.In the process of self-compensation,a large part of individuals are engaged in consumption activities.Considered that deservingness in the frustration situations is rarely considered in previous studies,this study intends to explore the deservingness in frustration situations.Based on the level of deservingness in frustration situations and the type of deservingness in frustration situations,the impact of deservingness in frustration situation,self-compensation motivation on purchase decisions is explored.The study includes two parts to explore the relationship between deservingness in frustration,self-compensation motivation,purchase decision and purchase happiness by the combination of quasi-experimental research and experimental research.Specifically,gender as a non-equivzlent control group,Study 1 is a quasi-experimental investigation from 305 college students of two universities in Henan Province.Firstly,test the reliability and validity by the Chinese version questionnaire of deservingness in frustration,operate the frustration situation through the frustration situation initiation paradigm(Leary,2007).Then,the relationship between deservingness in frustration and gender on purchase decisions and purchase happiness is explored,then,the dependent variable is operated as purchase type.The results showes that:(1)The interaction between gender and deservingness in frustration situation is significant on the choice of material purchase type.But no significant on the choice of experiential purchase type;(2)The purchase happiness in the low level of deservingness in frustration situation is significantly higher than that the high group.Study 2 firstly manipulates frustration situations.In formal experiment,Study 2 recruites 115 college students and uses different attributions to manipulate the type of deservingness in frustration.The experiment is a single-factor design between subjects,and the type of deservingness in frustration is the independent variable,the self-compensation motivation is a mediating variable,the dependent variable is the purchase decision and the purchasing happiness,then,the dependent variable is operated as the amount of willing to pay,the relationship between the type of deservingness in frustration and self-compensation motivation on purchase decisions is explored.The results show that:(1)Self-compensation motivation plays a mediating role in the relationship between the type of deservingness in frustration situation and the amount of willingness to pay;(2)Self-compensation motivation plays a mediating role in the relationship between the type of deservingness in frustration situation and purchase happiness.This study manipulates the frustration situation and deservingness in frustration situation through the combination of questionnaire and experimental method.The results show that the interaction between gender and deservingness in frustration situation is significant on the choice of material purchase.But no significant on the choice of experiential purchase.And the purchase happiness in the low level of deservingness in frustration situation is significantly higher than that the high group.Also,self-compensation motivation plays a mediating role in the relationship between the type of deservingness in frustration situation and the amount of willingness to pay;self-compensation motivation plays a mediating role in the relationship between the type of deservingness in frustration situation and purchase happiness.