Presenting a Model of the Facilitators and Obstacles of the Present Bias Variable on Purchaser Behavior

Subject Areas : Commercial Management

Masoumeh Hassankhani ¹ , سید عبدالله حیدریه ² , FARSHAD FAEZI RAZY ³

1 - PH.D Candidate in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran
2 - Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
3 - Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran

Received: 2025-01-28 Accepted : 2025-06-17 Published : 2024-06-30

Keywords: Present bias , inflation expectations, consumer purchasing behavior, automotive industry,

Abstract :

Time is one of the most valuable resources for consumers. Consumers face multiple time orientations - past , present , and future - in their daily consumption choices and activities . One of the factors related to time present bias .Present bias is the tendency of individuals to discount their future preferences in favor of immediate gratification .Today , most consumers in Iran have changed their purchasing behavior due to inflationary conditions and the expectation of  continued inflation in the future . They prefer to make purchases as soon as possible to protect themselves from future price increases. The present study aims to present a model of the facilitators and obstacles of the present bias variable on consumer purchasing behavior in the automotive industry .The current statistical population includes customers in the automotive industry.A questionnaire was used to collect the required information , and 300 cases were selected through a simple random sampling method . The overall fitness of the model and hypnosis testing were conducted using statistical analysis and structural equations modeling through SPSS26 and Smart PLS3.0  software.The findings show that the facilitator variables had a positive and significant effect on present bias consumer purchasing behavior , and that present bias has a positive and significant effect on obstacle variables .Of course , among the facilitator variables affecting present bias , variables like inflation expectations , financial behavior , monetary and financial policy , credit cards , and borrowing have the most impact on consumer purchasing behavior in the automotive industry.       

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