Kim Hongyoun Hahn, Ph.D. and Yoon Jin Ma, Ph.D.
The purpose of this study is to investigate differences in self-concepts and their influence on decision-making styles in apparel shopping across two cultures; namely, Korea and…
Abstract
The purpose of this study is to investigate differences in self-concepts and their influence on decision-making styles in apparel shopping across two cultures; namely, Korea and the United States. Data is obtained from university students in both countries (3 universities in Korea and 2 universities in the United States), generating a sample size of 1,166. The questionnaire consists of three parts: decision-making styles for apparel shopping, selfconcepts, and demographic information. The results indicate that Korean respondents have higher interdependent self-concepts than the American respondents. Moreover, the selfconcepts of young consumers have significant effects on their decision-making styles. This study also finds that the self-concepts of young consumers from both countries has a significantly different impact on decision-making styles for apparel shopping. The similarities and/or differences of the relationships between self-concepts and decisionmaking styles of young Korean and American consumers are also found when such relationships are examined within each country. This study makes a unique contribution to enhancing the understanding of contemporary global consumer behavior by exploring relationships in culture, self-concepts, and decision-making styles of young consumers.
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Raja Ahmed Jamil and Tariq Iqbal Khan
The post-pandemic era has shifted most industries, businesses and consumers online, increasing the demand for electronic devices, mainly laptops. Additionally, most non-Western…
Abstract
Purpose
The post-pandemic era has shifted most industries, businesses and consumers online, increasing the demand for electronic devices, mainly laptops. Additionally, most non-Western countries inhabit highly religious but cash-strapped individuals, making them a potential market for second-hand laptops. With this in mind, this study aims to explore the effects of lenient return policy (LRP) and religiosity on consumer confidence in retailer (CCR), consumer well-being and purchase intention.
Design/methodology/approach
This paper conducted a between-subjects field experiment comparing two return policy conditions (cash return vs. other return) with a sample of 222 participants. Data were analysed using partial least squares structural equation modelling (PLS-SEM) to test the hypothesised relationships, and multigroup analysis (MGA) was employed to assess the experimental effects based on the return policy conditions. The moderating effects of religiosity were also examined. All analyses were conducted using SmartPLS software.
Findings
The results confirm that an LRP positively predicts consumer confidence in retailer, well-being and purchase intention. Religiosity had a moderating effect on LRP outcomes. Additionally, the experiment confirmed that consumers experienced better well-being and were more likely to purchase if offered full cashback.
Practical implications
Retailers of second-hand shopping products should offer LRP (full cashback) to foster consumer confidence, well-being and purchase intention. Additionally, for highly religious consumers, aligning return policies with religious principles should further enhance consumer well-being and purchase intention.
Originality/value
This study is among the earliest to investigate the impact of LRP on CCR and well-being. Moreover, a novel attempt is made to explore the moderating effects of religiosity on LRP outcomes. Likewise, a field experiment to validate the greater effects of cashback on consumer well-being and purchase intention adds to the novelty of this study.