 Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumersYuanfeng Cai and Randall Shannon Australasian marketing journal, 2012, vol. 20, issue 1, 37-47 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 (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:20:y:2012:i:1:p:37-47 DOI: 10.1016/j.ausmj.2011.10.013 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.