A structural analysis of value orientations, price perceptions, and ongoing search behavior: A cross-cultural study of American and Korean consumers

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Kittichai "Tu" Watchravesringkan, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: The direct impact of value orientations on price perceptions has not received extensive investigation in previous research. We examined the impact of materialism, individualism and collectivism on American and Korean consumers’ perceptions of the positive and negative roles of price. We also examined the influence of price perceptions on consumers’ ongoing search behaviour. Using a structural equation modelling technique, results indicated that these value orientations positively and negatively influenced perceptions of the positive and negative roles of price, which in turn influenced ongoing search behaviour. Implications and future research directions are delineated.

Additional Information

International Journal of Consumer Studies, 31(3)
Language: English
Date: 2006
collectivism, individualism, materialism, ongoing search behaviour, price perceptions

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