Comparison of Incentive Strategies on the Buyer's Decision-making Process Using PLS-SEM Approach.

This study examined the comparison of different formats of displaying external reference prices while the customer has time constraints throughout the purchasing procedure and a plethora of product involvement. In addition, it investigates the crucial effect of external reference price, time pressure, and product involvement on the customers’ willingness to purchase and their decision-making. The study’s statistical population is the students in one of Iran’s Universities. Data was collected through questionnaires and online. Data was analyzed using Smart-PLS and SPSS software. The study’s results illustrated that the percentage of external reference prices for the general display format significantly impacted the buyer’s decision-making process more than other external reference price formations. In addition, based on the outcomes, external reference price significantly influences product involvement and time constraints. The study showed that gender does not impact time pressure and product involvement. However, another approach has been used to prove this otherwise. Moreover, the study postulates that emotional intelligence may have an intermediary effect during the interaction between the external reference price and product involvement.