Abstract

The current study explores the influence of culture on consumers’ attitudes toward mall events and, consequently, its role in improving commitment toward malls. The study employed a mall-intercept technique for data collection across seven cities in India. Data were analyzed using structural equation modeling. The results indicated that cultural values predicted attitudes toward mall events. Mall events were categorized according to shopping motives typology and conceptualized as escape, exploration, social, epistemic, and flow. Among the four cultural values, power distance, collectivism, and masculinity were more effective in predicting consumers’ attitudes toward the various mall events dimensions. The research findings can help mall managers for planning events according to Indian consumers’ cultural beliefs.

摘要

目前的研究探讨了文化对消费者对商场活动态度的影响，以及文化在提高对商场承诺方面的作用。该研究采用了购物中心拦截技术来收集印度七个城市的数据。使用结构方程模型分析数据。结果表明，文化价值观可以预测对商场活动的态度。购物中心活动根据购物动机类型进行分类，并将其概念化为逃避、探索、社交、认知和流动。在四种文化价值观中，权力距离、集体主义和阳刚之气更能有效地预测消费者对各种商场事件维度的态度。研究结果可以帮助商场经理根据印度消费者的文化信仰来规划活动。