Effect of Perceived Participation, Perceived Risk and Perceived Organizational Support on Consumers’ Deferral Preference Reversals: Optimization of Perceived Behavior Control Model

Abstract

The research on deferral preference reversals of Chinese consumers can provide theoretical support for enterprises to improve their immediate sales performance and for the government to boost domestic demand. This research will focus on the effect of perceived behavior control on deferral preference reversals. There are academic controversies over the elements of perceived behavior control, which is individual perception of factors that may facilitate or impede behavior performance. This research replaces perceived behavior control with perceived participation, perceived risk and perceived organizational support, so as to optimize the perceived behavior control-deferral reversal intention model (PBC-DRI model). Comparison between the original and optimized model shows that the optimized model has higher fitness than the original one. It is also found that among the three paths of reversal in the optimized model, perceived participation works best and consumers have stronger perception of “participation” than “risk” or “organizational support”; in other words, higher participation, stronger control, consumers perceive changing easier and result in higher possibility of deferral preference reversals.