Pengaruh Harga, Implementasi Niat dan Persepsi Kelangkaan dalam Membentuk Kebiasaan Konsumsi yang Berkelanjutan  

Oleh:

Parmono, Vincentius Rachmadi

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: TRANSAKSI : Jurnal Bisnis, Ekonomi, dan Sosial vol. 3 no. 01 (Aug. 2011), page 32-56.
Topik: Intention Implementation; Price; Perceived Scarcity
Fulltext: TRANSAKSI v3 n1 p32 optim.pdf (445.42KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT40.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Implementation intention and price can be a potentially powerful means to change habitual behavior. The purpose of the the present study was to test the effectiveness of an implementation intention and price intervention to change habitual behavior. Implementation intention represent the internal forces and price represent the external forces to change habitual behavior. This study also intend to test the potential moderating role of perceived scarcity. This study employ field experiment research design. Finding revealed that implementation intention and price can significantly decrease in habitual behavior. In the other hand, perceived scarcity had no support to moderate implementation intention.

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