The role of interdependent self-construal in consumers’ susceptibility to retail salespersons’ influence: A hierarchical approach |
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Authors: | Tao Sun Zixue Tai Ke-Chuan Tsai |
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Institution: | aDepartment of Community Development and Applied Economics, College of Agriculture and Life Sciences, University of Vermont, Burlington, VT 05405, USA;bSchool of Journalism and Telecommunications, University of Kentucky, Lexington, KY 40506, USA;cFonterra Brands (New Young) Private Ltd., Taipei, Taiwan |
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Abstract: | Based on a sample of 300 consumers, this paper develops and tests a hierarchical model that examines the effect of interdependent self-construal on consumers’ susceptibility to salespersons’ influence. Structural equation modeling shows that the relationship between the two constructs is mediated by several situational factors via two prediction paths. Along one path, interdependent self-construal positively affects consumers’ susceptibility to interpersonal influence, which is positively connected to consumers’ susceptibility to salespersons’ influence through the mediation of consumers’ susceptibility to store atmosphere influence. Along the other path, interdependent self-construal is positively correlated with public self-consciousness, which is then positively associated with consumers’ susceptibility to salespersons’ influence. Discussions on theoretical, practical and future research implications are provided. |
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Keywords: | Self-construal Susceptibility to interpersonal influence Susceptibility to salespersons’ influence Susceptibility to store atmosphere influence |
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