Personal Values and Mall Shopping Behavior: The Mediating Role of Attitude and Intention among Chinese and Thai Consumers

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.

Consumer satisfaction in retail stores: theory and implications

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Extending Enterprise Architectures to Capture Consumer Values: The Case of TOGAF

“…The values of an individual have an effect on their behavior as consumers through their attitudes, which in turn impact on their choices within the value exchange [1,10,17,23]. Additionally, it has been shown that values relate to real-life choice, and may also influence behavior through different manifestations, such as habits [18].…”

Tüketicilerin Alış Veriş Merkezleri Algısı Üzerine Karşılaştırmalı Bir İnceleme: Göller Bölgesi Örneği

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