Cultural dimensions and their influence on shopping value
Abstract
The main objective of this study was to examine the role of Hofstede's cultural dimensions as antecedents of shopping value. Secondly, an examination of whether differences in shopping value existed between cultures, based on cultural dimensions, was performed. An added objective was the adaptation of Hofstede's cultural dimensions typology to a consumer setting. An online survey was conducted to collect data from two countries: The United States and Mexico. A total of 432 individuals (212 American, and 220 Mexican) responded to the survey (36% response rate). A new scale was developed to measure levels of cultural dimensions at an individual level. It was later used to compare shopping value in the American and Mexican cultures. The results revealed that cultural dimensions have an influence on shopping value. It was also found that differences in hedonic and utilitarian value exist between the American and Mexican cultures. Findings form this study provide insights for academics and practitioners in different fields interested in cross-cultural topics.
Degree
Ph.D.
Advisors
Comer, Purdue University.
Subject Area
Marketing|Families & family life|Personal relationships|Sociology
Off-Campus Purdue Users:
To access this dissertation, please log in to our
proxy server.