||Factors Affecting Purchase Intention toward Wedding Planner Service in Indonesia: An Application of the Motivation-Opportunity-Ability(MOA)Perspective
||Factors Affecting Purchase Intention toward Wedding Planner Service in Indonesia: An Application of the Motivation-Opportunity-Ability(MOA)Perspective
||Institute of International Management (IIMBA--Master)
Motivation-Opportunity-Ability (MOA) perspective
Purchase intention toward wedding planner service
The wedding planner industry in Indonesia has been rapidly growing in recent years. An understanding of customers' attitude toward this industry therefore becomes a critical issue for the marketers of wedding planner service. This study applies the Motivation-Opportunity-Ability (MOA) perspective to investigate the effects of perceived value, professional trust, and social influence on customers purchase intention toward wedding planner service. The direct and moderating effects of time constraint and financial affordability are explored as well.
Research results based on a sample of 325 respondents show that individuals who have high perceived value and high perceived professional trust over the service, and receive stronger influence from their social peers have more intention to purchase the wedding service. Time constraint and financial affordability also each exerts a positively direct effect on purchase intention toward the service. However, contrary to the prediction, time constraint negatively moderates the relationship between social influences and purchase intention, while financial affordability also negatively moderates the relationships between perceived value, professional trust, social influences and purchase intention. The study contributes to the consumer behavior literature by applying the MOA perspective to explore the factors underlying consumers' purchase decisions toward an emergent service in Indonesia.
TABLE OF CONTENTS I
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Objective and Contribution. 5
1.3 Research Procedure. 9
CHAPTER TWO LITERATURE REVIEW 11
2.1 Theoretical Background: Motivation-Opportunity-Ability (MOA) Perspectives. 11
2.2 Definition of Relevant Research Variables. 14
2.2.1 Purchase Intention toward Wedding Planner Service. 14
2.2.2 Perceived Value. 15
2.2.3 Professional Trust. 17
2.2.4 Social Influence. 20
2.2.5 Time Constraint. 23
2.2.6 Financial Affordability. 25
2.3 Development of Research Hypotheses. 27
2.3.1 Interrelationship between Perceived Value and Purchase Intention. 27
2.3.2 Interrelationship between Professional Trust and Purchase Intention. 27
2.3.3 Interrelationship between Social Influence and Purchase Intention. 28
2.3.4 Interrelationship between Time Constraint and Purchase Intention. 29
2.3.5 Interrelationship between Financial Affordability and Purchase Intention. 29
2.3.6 Time Constraint as a Moderator. 30
2.3.7 Financial Affordability as a Moderator. 31
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 32
3.1 Conceptual Model. 32
3.2 Definition of Variables. 32
3.3 Summary of Hypotheses. 33
3.4 Sampling Plan. 35
3.5 Measurement Scale of Variables. 35
3.5.1 Purchase Intention toward Wedding Planner Service. 35
3.5.2 Perceived Value. 36
3.5.3 Professional Trust. 37
3.5.4 Social Influence. 38
3.5.5 Time Constraint. 38
3.5.6 Financial Affordability. 39
3.6 Control Variables. 40
3.6.1 Gender. 40
3.6.2 Age. 41
3.6.3 Education Background. 41
3.6.4 Occupation. 41
3.6.5 Income. 42
3.6.6 The Importance of Wedding Ceremony. 42
3.6.7 Knowledge about the Wedding Planner Service. 42
3.7 Method of Analyses. 43
3.7.1 Descriptive Statistics Analysis. 43
3.7.2 Reliability Analysis (Cronbach's Alpha). 43
3.7.3 Confirmatory Factor Analysis (CFA). 43
3.7.4 Pearson Correlation Analysis. 44
3.7.5 Hierarchical Regression Analysis. 44
3.7.6 Common Method Variance (CMV). 45
CHAPTER FOUR RESEARCH RESULTS 46
4.1 Data Collection. 46
4.2 Descriptive Analysis. 46
4.3 Confirmatory Factor Analysis. 48
4.4 Reliability and Validity Test. 52
4.5 Mean, Standard Deviation, and Pearson Correlation. 54
4.6 Common Method Variance. 57
4.7 Hierarchical Regression Analysis. 57
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 71
5.1 Discussion and Conclusion. 71
5.1.1 Theoretical Implications. 71
5.1.2 Managerial Implications. 77
5.2 Research Limitation and Suggestion for Future Research. 80
Appendix 1: Questionnaire with English version 89
Appendix 2: Questionnaire with Indonesian version 93
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