INFLUENCE OF TIME CONSTRAINT ON CONSUMER PURCHASE DECISION PROCESS

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  • MOROKAMI Shiho
    Department of Psychology, Graduate Schoolo f Letters, A rts and Sciences, Waseda University
  • IWAMA Norikazu
    Department of Psychology, Graduate Schoolo f Letters, A rts and Sciences, Waseda University
  • OKUBO Shigetaka
    Department of Psychology, Graduate Schoolo f Letters, A rts and Sciences, Waseda University
  • TAKEMURA Kazuhisa
    Departmentf Pssychology, Waseda University·Advanced Research Institutefor Science and Engineering

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Other Title
  • 時間的制約が消費者の購買意思決定過程に及ぼす影響―眼球運動測定装置を用いて―
  • ジカンテキ セイヤク ガ ショウヒシャ ノ コウバイ イシ ケッテイ カテイ ニ オヨボス エイキョウ ガンキュウ ウンドウ ソクテイ ソウチ オ モチイテ
  • 眼球運動測定装置を用いて

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Abstract

In this study, we examined the influence of time constraint on consumer decision making process. We imposed two kinds of choice tasks as to purchase of electric appliances (portable phones and digital audio players) on participants. Moreover, setting three kinds of time constraint (high, middle and low), we examined the decision process under each condition using an eye tracking equipment. The result suggested that we can predict the choice rate from the focus rate under middle time constraint.

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