International Journal of Smart Business and Technology
Volume 6, No. 1, 2018, pp 1-6
The Impact of Hyperbolic Discount Tendency on Consumer’s Purchase Intention
This study is important to prove the relationship between purchase intention and personal propensity under a new high-tech product market. Purchase intention appeared differently depending on the hyperbolic discounting tendency. Consumers with hyperbolic discount tendency tended to show higher purchase intention than those without hyperbolic discount tendency. Also, the moderating effect of the hyperbolic discount tendency was found between advertising types and purchase intention. People with hyperbolic discount tendency have higher purchase intention in case of low-level construal, whereas people who do not have hyperbolic discount tendency have higher purchase intention in case of high-level construal.