| Abstract [eng] |
The main purpose of the master’s thesis was to explore the effect of psychological ownership inclusion in sponsored post on consumer perceptions on the urge to buy impulsively services online. Psychological ownership was expressed through sponsored post image, text, and promotional offers. In addition, the effect of impulsive buying tendency and hedonic and utilitarian click-through motivation on the urge to buy impulsively and willingness to pay more were also explored. The master thesis consists of three main parts: theoretical analysis, research methodology, and research data analysis. The theoretical analysis of the work was conducted on impulsive buying behaviour (urge to buy impulsively), internal and external factors influencing the urge to buy impulsively, social media advertisements (sponsored post), psychological ownership, types of service purchases online, and the S-O-R model and Information adoption model. In the research methodology of the work, the research model was created based on theoretical analysis and the 12 hypotheses raised. A quantitative method was applied using the survey design of two online questionnaires, where respondents were exposed to different (with or without psychological ownership implementation) sponsored posts. A total of 231 respondents were collected. The collected data was analysed using SPSS statistics. The results of the research showed that the inclusion of psychological ownership in a sponsored post influences consumer perceptions (perceived value and perceived enjoyment) on the urge to buy impulsively. The results also revealed that increased positive perceived value can lead to a positive willingness to pay more as well. On the other hand, impulsive buying tendency and hedonic and utilitarian click-through motivation did not influence the relationship between consumer perceptions and the urge to buy impulsively. Based on the empirical research results, further research on this topic could be continued and obtained results used. Moreover, businesses are recommended to include psychological ownership stimuli in their online advertising messages, as it can encourage the urge to buy impulsively. |
