| Abstract [eng] |
The main objective of this work was to determine the effect of the AWE price communication message and time pressure on the consumer's emotional reactions, urge and intention to buy impulsively tourism services in the digital space. The User's level of emotional intelligence and skepticism was considered. This work analyzed the effect of AWE price communication and time pressure on consumers' emotional reactions, urge and intention to buy impulsively tourism services. The concepts of urge and intention to buy impulsively were examined. Beatty and Ferrell's (1998) impulsive buying scale, Lee and Chen-Yu's (2018) intention to buy scale, Obermiller, (2005) Skepticism Measurement Scale, Mehrabian (1996) PAD Scale, and Wong Law Emotional Intelligence (WLEIS-S) Scale taken from Pacheco et al. (2019) and others were adapted and used to achieve the objectives of the work. All questions were measured using a 7 - point Likert scale, where 1 means I completely disagree and 7 means I completely agree. The results of the study showed that the AWE price communication message has a strong effect on the user’s emotional reaction pleasure and excitement but has no effect on the emotional reaction - domination. A strong positive emotion of pleasure influences the urge and intention to buy impulsively. By combining AWE price communication message with the time pressure, emotional reactions weakened, no effect was observed, but the urge and intention to buy impulsively stayed. It is likely that when emotional reactions lose power, cognitive thinking take place and the value, quality, honesty of the offer price begins to be evaluated. A recommendation for future research is to look not only at the effects of emotional but also to cognitive assessment on the urge and intention to buy impulsively. In addition, it was found that the AWE price communication message and the AWE price communication message with the time pressure do not cause strong skepticism. Although the influence of emotional intelligence on emotional reactions, urge and intention to buy impulsively has been observed, only the opposite results than expected was obtained. The data collected are likely to be inaccurate because the distribution of low and high emotional intelligence respondents was not even. There was a very small number of respondents with low emotional intelligence. Future research to demonstrate the effects of emotional intelligence on impulsive buying should take a larger sample of respondents or form two homogeneous groups. |
