Customer value, purchase intentions and willingness to pay: the moderating effects of cultural/economic distance

Abstract

PurposeThe purpose of this paper is to explore differences in the behavioural intentions of consumers in different countries, i.e. Japan, UK and Taiwan by employing a customer-based value model.Design/methodology/approachA total of 305 consumers of one of Japan's brand and chain stores, Muji, were interviewed. The moderating effects of cultural and economic distances from the home country of the firm were also tested.FindingsThe results showed that cultural distance moderates the impact of symbolic, experiential and aesthetic value on purchase intention; however, economic distance was found to only influence monetary value.Originality/valueCross-cultural studies on customer value in the retailing industry are limited. The findings from this study offer several implications for those firms that adopt a globalization strategy using another perspective, while to some degree glocalization could be a better strategy.

Examining the impact of external reference prices on seller price image dimensions and purchase intentions in pay what you want (PWYW)

“…For example, in PWYW, it can be understood how suggested ERP is perceived in relation to the level of regular market prices. Value perceptions illustrate what the customer gets (benefits) in return for what is paid (sacrifice), i.e. the net worth of the offering (Zeithaml, 1988; Tsuchiya et al. , 2021).…”

“…(5) Value perceptions illustrate what the customer gets (benefits) in return for what is paid (sacrifice), i.e. the net worth of the offering (Zeithaml, 1988;Tsuchiya et al, 2021).…”

“…The examination of the direct influence of seller price image dimensions only may not provide sufficient interpretation to comprehend their impact. It is also critical because of the interrelationships among various dimensions of seller price image (Zielke, 2010;Roth et al, 2017;Tsuchiya et al, 2021). For instance, Dodds and Monroe (1985) and Baker et al (2002) indicated perceived price level as an antecedent of perceived value.…”

How does group-buying website quality for social commerce affect repurchase intention? Evidence from Chinese online users

“…Since its launch in 2006, the platform has published over 123.01m questionnaires and collected over 9.757bn responses, covering over 90% of universities and research institutions in China and widely used by academics. The survey lasted for about one month, and a total of 535 respondents participated in this survey and 436 valid sample sizes were obtained (Tsuchiya et al. , 2021).…”

Intergroup threat, knowledge of the outgroup, and willingness to purchase ingroup and outgroup products: The mediating role of intergroup emotions

“…On the other hand, they hope to help the domestic economy by purchasing domestic products (Olsen et al., 1993). In addition to economic threat, cultural distance has also been found to decrease consumers’ willingness to purchase the products of an outgroup country (Ma et al., 2012; Tsuchiya et al., 2022; Vendrell‐Herrero et al., 2018). As symbolic threat is primarily based on cultural differences between two groups (Stephan et al., 2009), if a larger cultural distance leads to greater symbolic threat perceptions and thus decreases consumers’ willingness to purchase the products of the outgroup country.…”