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Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumers

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  • Cai, Yuanfeng
  • Shannon, Randall

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.

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  • Cai, Yuanfeng & Shannon, Randall, 2012. "Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumers," Australasian marketing journal, Elsevier, vol. 20(1), pages 37-47.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:1:p:37-47
    DOI: 10.1016/j.ausmj.2011.10.013
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    Cited by:

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    2. Aneeta Rehman & Shahid Yaqoob, 2022. "Religious Beliefs about Concept of Qalb (Heart) for Innovative Transformational Learning," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(3), pages 35-45, December.
    3. Lo, Ada & Qu, Hailin, 2015. "A theoretical model of the impact of a bundle of determinants on tourists’ visiting and shopping intentions: A case of mainland Chinese tourists," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 231-243.
    4. José Alberto Martínez-González & Urszula Kobylinska & Francisco J. García-Rodríguez & Lukasz Nazarko, 2019. "Antecedents of Entrepreneurial Intention among Young People: Model and Regional Evidence," Sustainability, MDPI, vol. 11(24), pages 1-29, December.
    5. Yang, Song & Ding, Shiqing & D’Alessandro, Steven, 2018. "Are all Chinese shoppers the same? Evidence of differences in values, decision making and shopping motivations between the Han majority and other minorities in China," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 24-34.
    6. Díaz, Asunción & Gómez, Mar & Molina, Arturo & Santos, Jesús, 2018. "A segmentation study of cinema consumers based on values and lifestyle," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 79-89.
    7. Untaru, Elena-Nicoleta & Han, Heesup, 2021. "Protective measures against COVID-19 and the business strategies of the retail enterprises: Differences in gender, age, education, and income among shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. M. Sadiq Sohail, 2015. "Gender differences in mall shopping:a study of shopping behaviour of an emerging nation," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(1), pages 36-46.
    9. Idoko, Edwin Chukwuemeka & Ukenna, Stephen Ikechukwu & Obeta, Charles Eze, 2019. "Determinants of shopping mall patronage frequency in a developing economy: Evidence from Nigerian mall shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 186-201.

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