کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017886 940320 2011 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Do values or goals better explain intent? A cross-national comparison
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Do values or goals better explain intent? A cross-national comparison
چکیده انگلیسی

Among six major lines of inquiry on motivations, two theories are especially pertinent to consumer behavior studies: values and goals. Several studies show that consumer behavior can be predicted on the basis of values or goals; this study examines which are the stronger predictors by presenting a cross-cultural comparison of the values and goals that may influence the behavioral intentions of U.S., Chinese, and French students to study abroad. As a service, study abroad has financial implications, represents a choice, and competes with other educational products. Therefore, goals appear to explain behavioral intentions better than do values, except among U.S. students. The goals and values associated with behavioral intentions differ across cultures and have different perceived dimensions, such that items cluster on those dimensions with specific meanings, depending on the culture. The different influences of values and goals on behavioral intentions may help marketing managers design more efficient marketing strategies in international markets. This paper thus contributes to the marketing literature by suggesting that national cultures moderate the effect of values and goals on consumer intentions.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 64, Issue 5, May 2011, Pages 490–496
نویسندگان
, , , ,