Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumers |
Abstract:
Personal values are important determinants of consumer behavior. While previous research has identified values (i.e., openness to change and self-enhancement) which guide consumers’ mall shopping behavior, they have been set in a Western cultural context. By adopting a value–attitude–behavior VAB) model, this study examines what and how personal values influence consumers’ mall shopping behavior in two non-Western countries, namely China and Thailand. The results confirm the existence of the causal flow of VAB. Chinese are guided by self-transcendence and self-enhancement values, whereas Thais are guided by openness to change values. Shopping intention is found to mediate the attitude–behavior link in the Chinese sample and improves the predictive power of values towards behavior. Although a relatively weaker mediating effect is found in the Thai sample, shopping intention does not lead to stronger predictive power of values. |
| Keywords: |
Personal values Mall attitude Mall attributes Shopping intention Mall shopping behavior Retailing |
| Author(s): |
Yuanfeng Cai, Randall Shannon |
| Source: |
Australasian Marketing Journal 20 (2012) 37–47 |
| Subject: |
بازاریابی |
| Category: |
مقاله مجله |
| Release Date: |
2012 |
| No of Pages: |
11 |
| Price(Tomans): |
0 |
|
بر اساس شرایط و ضوابط ارسال مقاله در سایت مدیر، این مطلب توسط یکی از نویسندگان ارسال گردیده است. در صورت مشاهده هرگونه تخلف، با تکمیل فرم گزارش تخلف حقوق مؤلفین مراتب را جهت پیگیری اطلاع دهید.
|
|
|