Title Page
Contents
ABSTRACT 7
I. INTRODUCTION 11
1. Research Objectives 12
II. LITERATURE REVIEW 14
1. Hyperbolic Discounting 14
2. Purchase Deferral 20
2.1. The deferral of new high-tech products 21
3. Construal Level Theory(CLT) 22
III. HYPOTHESES 25
1. Purchase Deferral & Hyperbolic Discount Tendency 25
2. The Expectation of Price Discount 27
3. Advertising Types based on Construal Level Theory(CLT) 28
IV. RESEARCH METHODS & RESULTS 31
V. DISCUSSION 55
1. Theoretical and Practical Implications 57
2. Limitation and Further Research 58
REFERENCE 60
초록 66
Table 1. The characteristics according to the level of HDT 17
Table 2. The example of HDT's question 18
Table 3. Demographic characteristics of respondents 31
Table 4. Reliability of Study 1 33
Table 5. T-test of Study 1 34
Table 6. Reliability of Study 2 38
Table 7. Descriptive statistics on purchase deferral between the level of expectation of price-discount and the level of hyperbolic discount tendency 41
Table 8. Descriptive statistics and ANOVA result for H2 42
Table 8.1. The result of simple main effect for H2a 42
Table 9. Manipulation check of Ad type 46
Table 10. Reliability of Study 3 49
Table 11. Descriptive statistics on purchase deferral between advertising types and hyperbolic discount tendency 52
Table 12. Descriptive statistics and ANOVA result for H3 52
Table 12.1. The result of simple main effect for H3a 53
Table 12.2. The result of simple main effect for H3b 53
Figure 1. Hyperbolic discount function 16
Figure 2. Research model of Study 2 39
Figure 3. Interaction effect between expectation of price discount and hyperbolic discount tendency 43
Figure 4. Research model of Study 3 50
Figure 5. Interaction effect between Ad. type and hyperbolic discount tendency 54