Cross-Cultural Examination of the Fishbein Behavioral Intentions Model
- PDF / 412,164 Bytes
- 17 Pages / 432 x 759 pts Page_size
- 74 Downloads / 250 Views
To what extent can consumer behavior theories widely accepted in the United States be applied outside of this country? This is a question that has been posed many times (c.f., Arndt [1978]; Van Raaij [1978]), but few consumer behavior models have been formally subjected to cross-cultural validation. The cross-cultural consumer research that does exist has been primarily concerned with describing variation across nations with regard to consumer behavior patterns (see, for instance, Green et al. [1983]) or to factors that underlie consumer behavior, such as wives' working status [Douglas and Urban 1977].
*CholLeeis AssistantProfessorof Marketingand InternationalBusinessat Hong Ik Universityin Seoul, Korea.This articlerepresentsthe resultsof his dissertation researchat the Universityof Texasat Austin. His researchinterestsincludecrossnational consumerbehaviorand internationalmarketingmanagement. **RobertT. Greenis the TimothyHarkinsProfessorof Businessat the University of Teas at Austin.His primaryresearchinterestsarecross-nationalconsumerbehavior and export opportunityanalysis. The authorsgratefullyacknowledgethe conceptualand methodologicaladvicegiven by Professors LindaL. Goldenand RichardLoehlin,both of the Universityof Texasat Austin,duringall phases of this paper. Received:August 1988;Revised:August 1990;Accepted:September1990. 289
Palgrave Macmillan Journals is collaborating with JSTOR to digitize, preserve, and extend access to Journal of International Business Studies ® www.jstor.org
290 JOURNAL OF INTERNATIONALBUSINESS STUDIES, SECOND QUARTER1991
The needfor cross-nationalvalidationstudiesof consumerbehaviortheory has been recognizedby severalauthors.Albaum and Peterson[1984],in a review of research in international marketing, note the tendency for consumer researchersto implicitly or explicitly assume that models of consumerbehaviordevelopedon Americanconsumersareuniversallyapplicable, without testing the underlyingmodel assumptionsor the model linkages. Cunninghamand Green [1984] also cite the need to develop modelsthat are less culturebound. Since muchconsumerbehaviortheory is rootedin psychology,it is also importantto recognizethe highlycultureboundstateof that discipline.Triandis[1982]notesthatvirtuallyall psychological theories have been derivedin Europeand the United States, and that veryfew of these theorieshavebeen subjectedto validationoutsideof Westerncultures. The studyreportedin this paperrepresentsa cross-culturaltest of the Fishbein behavioralintentionsmodel (frequentlyreferredto as the theory of reasonedaction) in the United States and Korea. Engel, Blackwelland Miniard[1986]refer to this model as the most widely known behavioral intentions model. There are grounds to suspect that this model-well supportedon Americanconsumers[Sheppardet al. 1988]-would not be as powerfulin understanding,or predictingbehavioralintentionsin an Eastern culture characterizedby a strong group-orientation.The cross-cultural study is describedbelow. BACKGROUND
The Fishbein behavioralintentions model is well kn
Data Loading...
