Ono, Akinori; Maeda, Ryohei; Park, Bokyoung; … - Faculty of Economics, Keio University - 2012
This study developed a self-gifting intention model which describes that consumer intention to purchase self-gift in an achievement context is influenced by four factors, i.e., the amount of effort, happiness of success/sadness of failure, the necessary of recovery, and reward/therapeutic mood....