Buying cheaply under time pressure: How the opportunity cost of time shapes store deal proneness and value consciousness
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Tarih
2026
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Purchasing goods at bargain prices is frequently seen as a behavior motivated by cost. Nevertheless, in the face of today's economic environment, consumers face both budget limits and mounting time pressures. This situation forces consumers to make challenging trade- offs between time spent and price advantage. Therefore, this study investigates 'buying cheaply' and the associated opportunity cost of time, rather than focusing solely on price sensitivity. In particular, this study examines how the opportunity cost of time influences value consciousness through sale proneness. The research data gathered from 600 consumers were examined using PLS- SEM. The results demonstrate that consumers who regard the opportunity cost of time as greater tend to have an increased sales propensity, which enhances their value awareness. As a result, 'buying cheaply' is framed as a resultant behavior emerging from the key balance between time constraints and monetary value. These findings provide managers with insights into designing strategies that optimize consumers' time- money considerations. © 2026 by IGI Global Scientific Publishing. All rights reserved.
Açıklama
Anahtar Kelimeler
Budget control, Costs, Purchasing, Sales, Bargain prices, Budget limits, Economic environment, Opportunity costs, Price sensitivity, Research data, Time constraints, Time pressures, Time-spent, Trade off, Economic and social effects
Kaynak
Organizational Change, Innovation, and Consumer Behavior in the Digital Economy
WoS Q Değeri
Scopus Q Değeri
N/A
