Proceedings | Marketing area | Year 2010 | |
Personal Values And Mall Shopping Behavior: The Mediating Role Of Attitudes Of Chinese And Thai Consumersby Yuanfeng Cai; Randall Shannon | |
the Australian and New Zealand Marketing Annual Conference (ANZMAC) 2010 in
Christchurch, New Zealand November - December |
AbstractIn this study, a value-attitude-behavior and a value-attitude-intention-behavior hierarchical model were tested in Thailand and China, respectively, to understand how consumers’ mall shopping behavior could be influenced by their personal values orientation in a non-Western context. The results revealed that while a value- attitude-behavior model could be used to profile Thai shoppers, a value-attitude- intention-behavior model worked better to portray Chinese shoppers. The findings imply that the mediating effect of shopping intention in these models may vary upon consumers’ shopping motives.
Keywords: PERSONAL VALUES |