Consumer Entitlement Behaviour in Confucian Culture: Empirical Findings in the Vietnamese Retail Setting

Minh Duy Vo and Si Van Nguyen
Additional contact information
Minh Duy Vo: University of Economics Ho Chi Minh City, Vietnam.
Si Van Nguyen: University of Economics Ho Chi Minh City, Vietnam.

Transnational Marketing Journal, 2021, vol. 9, issue 2, 447-467

Abstract: The study integrated the stimuli–organism-response (SOR) framework and the social exchange theory to explain the mechanism of consumer entitlement (CE) behaviour in the retail context of Confucian culture. Qualitative and quantitative approaches were combined in this study in the form of two focus groups and a survey questionnaire (n = 465) administered in Ho Chi Minh City, Vietnam, under the supervision of the Ho Chi Minh City Statistical Office. The results revealed that government regulation, store fairness and preferential treatment belong to stimuli dimensions that trigger CE behaviour through organisms, such as trust, commitment and perceived quality. The study’s findings give empirical support to retailers to understand and look for the right strategy for controlling CE behaviour in a Confucian-culture context.

Keywords: Consumer entitlement behaviour; Confucian culture; Social exchange theory; stimuli–organism-response (SOR) framework; retail context (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.tplondon.com/tmj/article/view/1191/1172 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:9:y:2021:i:2:p:447-467

DOI: 10.33182/tmj.v9i2.1191

Access Statistics for this article

Transnational Marketing Journal is currently edited by TBC

More articles in Transnational Marketing Journal from Oxbridge Publishing House, UK
Bibliographic data for series maintained by Oxbridge Publishing House ().