Title Page
ABSTRACT
Contents
CHAPTER 1. INTRODUCTION 11
CHAPTER 2. THEORETICAL BACKGROUND 14
2.1. Automatic vs. Self-Controlled Rotation 14
2.2. Self-Control and Sense of Control 15
2.3. Choice Confidence 17
2.4. Product Evaluation 19
CHAPTER 3. CONCEPTUAL FRAMEWORK 21
CHAPTER 4. STUDY 22
4.1. Participants and Study Design 22
4.2. Procedures 23
4.3. Measures 24
4.4. Result 27
4.5. Discussion 34
4.6. Alternative Findings 35
CHAPTER 5. GENERAL DISCUSSION 44
5.1. Theoretical contribution 46
5.2. Managerial Implication 47
5.3. Limitation and Future Research Direction 48
REFERENCES 49
APPENDICES 53
A. Three Headphone Designs 53
B. Self-Controlled 3-D Headphone Rotation Website Interaction Example 53
Table 1. Study Measurement Items 26
Table 2. Independent samples T-Test 28
Table 3. Serial Mediation Analysis PROCESS Macro Model 6, Product Attitude as Main Dependent Variable 29
Table 4. Serial Mediation Analysis (PROCESS Macro Model 6) Purchase Intention as Main Dependent Variable 30
Table 5. Serial Mediation Analysis (PROCESS Macro Model 6) Willingness to Pay as Main Dependent Variable 32
Table 6. Alternative Mediation Analysis (PROCESS Macro Model 4) Sense of Luxuriousness as Mediator and Purchase Intention as Dependent Variable 36
Table 7. Alternative Mediation Analysis (PROCESS Macro Model 4) Sense of Luxuriousness as Mediator and Purchase Intention as Dependent Variable 36
Table 8. Alternative Mediation Analysis (PROCESS Macro Model 4) Sense of Luxuriousness as Mediator and Willingness to Pay as Dependent Variable 37
Table 9. Alternative Mediation Analysis (PROCESS Macro Model 4), Level of Engagement as Mediator and Product Attitude as Dependent Variable 39
Table 10. Alternative Mediation Analysis (PROCESS Macro Model 4), Level of Engagement as Mediator and Purchase Intention as Dependent Variable 39
Table 11. Alternative Mediation Analysis (PROCESS Macro Model 4), Level of Engagement as Mediator and Willingness to Pay as Dependent Variable 39
Table 12. Alternative Mediation Analysis (PROCESS Macro Model 4), Level of Enjoyment as Mediator and Product Attitude as Dependent Variable 41
Table 13. Alternative Mediation Analysis (PROCESS Macro Model 4), Level of Enjoyment as Mediator and Purchase Intention as Dependent Variable 41
Table 14. Alternative Mediation Analysis (PROCESS Macro Model 4), Level of Enjoyment as Mediator and Willingness to Pay as Dependent Variable 42
Figure 1. Conceptual Model 21
Figure 2. Mediation Model (PROCESS Macro Model 6) Product Attitude as Main Dependent Variable 30
Figure 3. Mediation Model (PROCESS Macro Model 6) Purchase Intention as Main Dependent Variable 31
Figure 4. Mediation Model (PROCESS Macro Model 6) Willingness to Pay as Main Dependent Variable 32
Figure 5. Mean difference of Willingness to Pay (Dollars) in Two Conditions 33
Figure 6. Number of Participants Choosing Each Headphone Design Chart 34
Figure 7. Mediation Model from PROCESS Macro Model 6. Sense of Luxuriousness as Mediator 37
Figure 8. Mediation Model from PROCESS Macro Model 6. Level of Engagement as Mediator 40
Figure 9. Mediation Model from PROCESS Macro Model 6. Level of Enjoyment as Mediator 42