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Exploring Similarities and Differences ofMall Shopping Motives and Patterns AmongChinese and Thai Shoppers. |
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| รหัสดีโอไอ | |
| Creator | Yuanfeng Cai |
| Title | Exploring Similarities and Differences ofMall Shopping Motives and Patterns AmongChinese and Thai Shoppers. |
| Publisher | Stamford International University |
| Publication Year | 2561 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | p 49-62 |
| Keyword | Shopping Motives, Shopping Patterns, Chinese and Thai Shoppers, Mall ShoppingBehavio |
| URL Website | http://ajmi.stamford.edu |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | Prior cross-cultural studies have shown few investigations of mall shopping behaviorin non-western contexts. In order to bridge this gap, this study exploredshopping motivesand patternsin two Eastern cultures Thailand and China,in a mall setting. Our results indicate that while both Chinese and Thai shoppers are driven to shop at malls forpurchase-relatedreasons, Thai shoppers are more likely to visit shopping malls for fulfilling hedonic needs. In addition, similarities and differences were found in the shopping patterns of the shoppers across two countries. The findings contribute to the existing mall literature by showingthat within a larger framework of Asian culture, there do appear to be cultural differences between the two countries, affecting consumer behavior in ways that mall retailersshould be aware of. The results are expected to provide practical guidance for international mall retailers. |
