The purpose of this article is to investigate the relationship of Schwartz's theory of basic individual values to smart shoppers' predisposition to purchase store brands, considering the mediating role of the smart shopper self-concept and the moderating role of the country of origin. After an initial qualitative analysis, survey data were collected from a sample of 868 shoppers in four western countries (Spain, France, Germany and the United States). Then, a series of statistical estimations was developed through structural equation modelling. The results of these sequential models showed metric equivalence, providing a basis for generating valid comparisons among the four countries. The final findings corroborate the idea that the individual's value structure has a direct and positive effect on the smart shopper self-concept and that this effect in turn influences the shopper's attitude towards store brands. The results also show that although the dimensions of the buyers' value structures are cross-country invariant, the set of values that best define smart shoppers differs significantly by country. Mixed results are found when the relationship between the smart shopper self-concept and the attitude towards store brands is analysed for each individual country. These outcomes offer international retail managers guidance on how to best stimulate smart shoppers' positive responses towards store brands.

中文翻译：

---

明智购买的快感：国家重要吗？

本文的目的是考察施瓦茨的基本个人价值理论与聪明购物者购买商店品牌的倾向之间的关系，考虑聪明购物者自我概念的中介作用和原产国的调节作用。经过初步定性分析，调查数据是从四个西方国家（西班牙、法国、德国和美国）的 868 名购物者样本中收集的。然后，通过结构方程建模开发了一系列统计估计。这些序列模型的结果显示了度量等价性，为在四个国家之间进行有效比较提供了基础。最终的调查结果证实了个人“ 价值结构对智能购物者的自我概念有直接和积极的影响，而这种影响反过来又会影响购物者对商店品牌的态度。结果还表明，尽管购买者价值结构的维度是跨国不变的，但最能定义聪明购物者的价值集因国家而异。当分析每个国家的智能购物者自我概念和对商店品牌的态度之间的关系时，发现了不同的结果。这些成果为国际零售经理提供了有关如何最好地激发精明购物者对商店品牌的积极反应的指导。价值结构是跨国不变的，最能定义聪明购物者的价值集因国家而异。当分析每个国家的智能购物者自我概念和对商店品牌的态度之间的关系时，发现了不同的结果。这些成果为国际零售经理提供了有关如何最好地激发精明购物者对商店品牌的积极反应的指导。价值结构是跨国不变的，最能定义聪明购物者的价值集因国家而异。当分析每个国家的智能购物者自我概念和对商店品牌的态度之间的关系时，发现了不同的结果。这些成果为国际零售经理提供了有关如何最好地激发精明购物者对商店品牌的积极反应的指导。