KOREASCHOLAR

THE FILIPINO “DESERVE KO ‘TO” MINDSET AS A FORM OF SELF-REGULATION AND THE MODERATING ROLE OF PRICE PERCEPTION ON ONLINE RETAIL THERAPY

Marlo Novino, Joliber Caminong, Rosalinda Andres
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422387
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.461
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Central to retail therapy is the notion that stress can be eased by simple browsing, which produces immediate and positive psychological effects through shopping. In the Philippines, retailers are slowly adopting omnichannel strategies as a response to the fundamental shift to online retailing. However, during the pandemic, shoppers resorted to retail therapy to appease emotions and senses. This might explain how the Filipino deserve ko ‘to (I deserve this) mindset can be a form of self-gifting that may relate to retail therapy.

Keyword
Retail therapySelf-regulation theorySelf-giftingUnplanned buying tendencyPrice perception
Author
  • Marlo Novino(Mindanao State University-Iligan Institute of Technology, Philippines)
  • Joliber Caminong(Dr. Yanga’s Colleges, Inc., Philippines)
  • Rosalinda Andres(Dr. Yanga’s Colleges, Inc., Philippines)