Self-Regulation as A Mediator Between the Effect of Mental Accounting on Decision Satisfaction of Car Purchases
This study aims to determine the effect of mental accounting on satisfaction with purchase decision, using self-regulation as a mediator. Previous studies about post-purchase have focused on decision satisfaction - despite the latter being an antecedent of satisfaction. This study attempts to view decision satisfaction through the lense of mental accounting, namely how consumers code and categorize income as well as evaluate spendings. This is a quantitative research that studies consumers who bought cars in Jakarta and Surabaya. The sample consist of 316 participants, recruited through convenient sampling technique. The measuring instrument used is a modified Decision Satisfaction Questionnaire (SWD) by Holmes-Roy, 3-item Self-Regulation Questionaire to measure Self-Regulation to buy, and 2-item Mental Budgeting Questionnaire to measure mental accounting. These are all in the form of a 5-item Likert scale. The validity of the item is done using the Rasch model. Data analysis was performed using partial least squares PLS-SEM with the use of Software SmartPLS 3. The findings indicate that self-regulation acts as a mediator between mental accounting and decision satisfaction. Decision Satisfaction as First order is affected directly by the second order, which is “Good Enough”, “Not Available”, “Move On” and “Happy with the decision”. Self-Regulation as a mediator variable positioned as First order is influenced directly by the Second order, namely “Strategy”, “Control”, “Objective”, “Evaluation”, “Progress”, and “Firmness”. Mental Accounting as First order is influenced directly by Second order, namely “Frame”, “Category”, and “Evaluation”.
Keyword: decision satisfaction, mental accounting, self-regulation
Ahmed, M. T., & Omotude, H. (2012). Theories and strategies of good decision making. International Journal of Scientific & Technology Research, 1(10), 51–54.
Baumeister, R. F. (2018). Self-regulation and self-control. New York: Routledge.
Brown, J., Miller, W., & Lawendowski, L. (1999). The Self-regulation questionnaire (SRQ). Retrieved from https://casaa.unm.edu/inst/SelfRegulation Questionnaire (SRQ).pdf
Dirinea, M., & Iordănescu, E. (2013). Mental account barriers and transaction purpose: A romanian point of view. Procedia - Social and Behavioral Sciences, 78(0), 441–445. https://doi.org/http://dx.doi.org/10.1016/j.sbspro.2013.04.327
Fassnacht, M., Schmidt, T., & Pannek, J. (2015). Determinants of choice satisfaction in a high-involvement product choice. Journal of Management and Marketing Research, 18, 1–19.
Fitzsimons, G. J., Greenleaf, E. A., & Lehmann, D. R. (1997). Decision and consumption satisfaction : Implication for channel relations. Columbia.
Ghozali, I. (2011). Structural equation modeling : Metode alternatif dengan partial least square PLS. Semarang: Badan Penerbit Universitas Diponegoro.
Gollwitzer, P. M., & Sheeran, P. (2009). Self-regulation of consumer decision making and behavior: The role of implementation intentions. Journal of Consumer Psychology, 19(4), 593–607. https://doi.org/10.1016/j.jcps.2009.08.004
Hair, J. F. J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Long range planning. https://doi.org/10.1016/j.lrp.2013.01.002
Heitmann, M., Lehmann, D. R., & Herrmann, A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing, XLIV(May), 234–250.
Jamil, R. A., ul Hassan, S. R., Farid, A., & Ahmad, N. (2017). Investigating the impact of consumer values and advocacy behavior on buying decision satisfac-tion: A study through gender lens. Management Science Letters, 7, 185–196. https://doi.org/10.5267/j.msl.2017.1.001
Koch, A. K., & Nafziger, J. (2013). Goals and mental accounting. Journal of Economic Theory, 162, 1–68. https://doi.org/10.1016/j.jet.2016.01.001
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Boston: Pearson.
Linacre, J. M. (2012). A user’s guide to winsteps ministep : Rasch-model computer programs. Program Manual 3.75.0. Australia: Winsteps.com.
Mowen, J. C., & Minor, M. (2001). Consumer behavior (5th ed.). New York: Hartcourt College Publisher.
Newell, S. J., Wu, B. T., Titus, P. A., & Petroshius, S. M. (2011). The role of shopping sophistication in creating satisfying purchase outcomes. American Journal of Business, 26(2), 129–144. https://doi.org/10.1108/19355181111174516
Oliver, R. L. (2015). Satisfaction : A behavioral perspective on the consumer (2nd ed.). New York: Routledge.
Otto, P. E., Davies, G. B., & Chater, N. (2018). Note on ways of saving: Mental mechanisms as tools for self-control? (Vol. 44). London.
Payne, J. W., & Bettman, J. R. (1992). Behavioral decision research : A constrctive processing perspective. annual reviews psychology, 43, 87–131. Retrieved from https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/1134/annual_review_constructive.pdf
Perry, V. G. (2001). Antecedents of consumer financing decesions : A mental accounting model of revilving credit usage. Advances in Consumer Research, 28, 13-25.
Shao, W., & Shao, G. (2011). Understanding choice-goal compatibility, dissonance and decision satisfaction. Australasian Marketing Journal (AMJ), 19(1), 14–21. https://doi.org/10.1016/j.ausmj.2010.11.003
Sumintono, B., & Widhiarso, W. (2015). Aplikasi model Rasch : Untuk penelitian ilmu-ilmu sosial. Cimahi: Trim Komunikata Publishing House.
Thaler, R. H. (1999). Mental accounting matters. Journal of Behavioral Decision Making, 12(3), 183–206.
Vohs, K. D., & Baumeister, R. F. (Eds.). (2016). Handbook of self-regulation : Research, theory, and applications (3rd ed). New York: The Guilford Press.
Wang, Q., & Shukla, P. (2013). Linking sources of consumer confusion to decision satisfaction: The role of choice goals. Psychology & Marketing, 30(4), 295–304. https://doi.org/10.1002/mar.20606
Weaver, K., Daniloski, K., Schwarz, N., & Cottone, K. (2015). The role of social comparison for maximizer and satisficers : Wanting the best or wanting to be the best ? Journal of Consumer Psychology, 1–17. Retrieved from http://dx.doi.org/10.1016/j.jcps.2014.10.003
Westbrook, R. A., & Newman, J. W. (1978). An analysis of shopper dissatisfaction for major household appliances. Journal of Marketing Research, 15(3), 456–466.
Westbrook, R. A., Newman, J. W., & Taylor, J. R. (1978). Satisfaction/dissatisfaction in the purchase decision process. Journal of Marketing, 42(4), 54–60. https://doi.org/10.1177/002224297804200408
Zhang, S., & Fitzsimons, G. J. (1999). Choice-process satisfaction: The influence of attribute alignability and option limitation. Organizational Behavior and Human Decision Processes, 77(3), 192–214.
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.