| Abstract [eng] |
THE INFLUENCE OF BANDWAGON EFFECT, IMPULSIVENESS, PRESTIGE-SEEKING, AND INNOVATION-SEEKING ON ONLINE PURCHASE INTENTIONS IN THE PRESENCE OF LOW-STOCK MESSAGES DOVYDAS KYMANTAS Master thesis Marketing and Integrated Communication master study programme Vilnius University, Faculty of Economics and Business Administration Supervisor – Assoc. Prof. Dr. Elzė Rudienė Vilnius, 2025 SUMMARY 104 pages, 4 tables, 14 pictures, 112 references. The main goal of this study is to determine the influence of the bandwagon effect, impulsiveness, prestige-seeking, and innovation-seeking on online purchase intentions in the presence of low-stock messages. The work consists of three main parts: a literature review, research methodology, and data analysis with conclusions. The literature review explores dark patterns, their role in marketing and online shopping. It also examines the customer journey, decision-making processes, and the impact of individual traits – impulsiveness, the bandwagon effect, prestige-seeking, and innovation-seeking on marketing and purchase intentions. Additionally, the Theory of Planned Behavior and its application are reviewed, forming the basis for the development of the research model. The research methodology was then developed, including the identification and adaptation of constructs, preparation, and implementation of an online survey. The survey included screening questions, 7-point Likert scale statements, and demographic questions about age, gender and education. A total of 288 respondents fully completed the survey. The collected data were processed and prepared for analysis using SPSS software. Separate questionnaires were combined, respondent demographics were examined, and Cronbach's Alpha coefficients for constructs were calculated. The means of the statements were determined, normal 75 distributions assessed, standard deviations measured, multicollinearity issues checked, and the coefficient of determination calculated. After verifying that the data were suitable for further analysis, multiple linear regression was conducted to evaluate the effects of independent variables on the dependent variable. Two out of four hypotheses were confirmed. To examine the moderating effects of low-stock messages on these relationships, a moderation analysis was conducted using the Hayes Process plugin. None of the four moderation hypotheses were confirmed. It was found that impulsiveness and the bandwagon effect positively influence online purchase intentions, while prestige-seeking and innovation-seeking did not demonstrate a significant positive effect. Furthermore, the moderating effect of the dark pattern – low-stock messages – on these relationships was not supported. The conclusions present the main findings from the literature review and the empirical study. Additionally, recommendations are provided for both marketing professionals and researchers conducting similar studies in the future. |
