Annie Pei-I Yu
National Chung Cheng University
AdvertisingBusinessEconomicsMarketingMatching (statistics)HeuristicMicroeconomicsPartial least squares regressionConsumer behaviourConsistency (negotiation)PerceptionVendorFluencyCashSpace (commercial competition)Impulse (psychology)Processing fluencyTask (project management)PreferenceEnthusiasmSales promotionCustomer informationPrice perceptionSale priceConsumer researchFood shoppingResearch questionsFocus (computing)Computer scienceCompromiseProduct (business)PhenomenonStructural equation modelingModeration
4Publications
2H-index
5Citations
Publications 4
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#1Chih-Chin Liang (NFU: National Formosa University)H-Index: 1
#2Annie Pei-I Yu (CCU: National Chung Cheng University)H-Index: 2
Last. Thi Hong Le (NFU: National Formosa University)H-Index: 1
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Abstract This study conducted a survey on impulse buying at several international night markets in Taiwan and obtained 1053 responses. The data were analysed by partial least squares structural equation modelling. The model was composed of several constructs: attitude towards impulse buying, impulse buying tendency, and variables of customer focus, including insight ability (vendors’ insight into customer needs), customer information, response and feedback, and vendor enthusiasm. The analytical ...
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#1Annie Pei-I Yu (CCU: National Chung Cheng University)H-Index: 2
#2Shih-Chieh Chuang (CCU: National Chung Cheng University)H-Index: 2
Last. Yi-Chin Wu (CCU: National Chung Cheng University)H-Index: 1
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Abstract Sharing, which refers to giving something you have to someone else, is one of the most ubiquitous forms of human behavior in the world. Everyone experiences it in various situations, including buying food. Nonetheless, although buying something to share with others is quite common in our daily lives, most consumer research on buying focuses on the condition of “self-use” rather than “sharing.” The main purpose of this study is to investigate the influence of promotional offers on consum...
2 CitationsSource
#1Yin-Hui Cheng (National Taichung University of Education)H-Index: 3
#2Shih-Chieh Chuang (CCU: National Chung Cheng University)H-Index: 2
Last. Wan-Ting Lai (CCU: National Chung Cheng University)H-Index: 1
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Abstract Having change in our wallet is quite common when we pay cash when shopping. This study examines the phenomenon whereby people choose to buy a product with a price that matches the amount of change they have in their wallets. The study uses a series of experiments to investigate whether this “change-matching heuristic” helps customers make purchase decisions. The findings confirm that the change-matching heuristic increases consumers’ processing fluency. The findings also confirm that th...
2 CitationsSource