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

@inproceedings{Cai2015PersonalVA,
  title={Personal values and mall shopping behavior : The mediating role of attitude and intention among Chinese and Thai consumers},
  author={Yuanfeng Cai and Randall M. Shannon},
  year={2015}
}
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… CONTINUE READING
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