购买力平价外文文献翻译.docx
- 文档编号:7883587
- 上传时间:2023-01-26
- 格式:DOCX
- 页数:8
- 大小:24.75KB
购买力平价外文文献翻译.docx
《购买力平价外文文献翻译.docx》由会员分享,可在线阅读,更多相关《购买力平价外文文献翻译.docx(8页珍藏版)》请在冰豆网上搜索。
购买力平价外文文献翻译
购买力平价外文文献翻译2020
英文
Theroleofcultureandpurchasingpowerparityinshapingmall-shoppers’profiles
ShakedGilboa,VinceMitchell
Abstract
Globalmallmanagersandretailersneedtorecognizeandaddressvariationsamonggroupsofshoppers,particularlyhowtheyvarybetweencountries,tooptimizetheirglobaloperations.Despitemanyinternationalmall-shopperstudies,onlyfewhavecomparedcountriesusinguniformconstructsanddescriptors.Thepresentstudysoughttocompareshoppersegmentsfromfourcountries––England,France,Ghana,andMorocco––toexaminetheimpactofnationalculture(reflectedthroughHofstede'sindividualism/collectivism,uncertaintyavoidance,long-/short-termorientation,andindulgence/restraint)andeconomiccapacity(purchasingpowerparity)onshopperbehavior.Findingssuggestthatcultureshapesthenatureofshoppers'profiles.However,purchasebehaviorandspendingratesimpactedmorebycultureinrichcountriesandmorebytheeconomicsituationinpoorcountries.Theimplicationisthatinternationalretailersandmallmanagersshouldconsidernationalcultureaswellaseconomicfactorsintheirglobaloperations.
Keywords:
Cross-cultural,Mallshoppers,Hofstede'sculturaldimensions,Purchasingpowerparity
Introduction
Traditionalbrick-and-mortarshoppingmallsareonthedeclineinmanyWesterncountriesduetoincreasedcompetitionfromotherretailformats.Theseincludeplannedandmanagedformats,suchase-commerce,bigboxes,andpowercenters(Grewaletal.,2017),aswellasregulationsthatconstraintheirdevelopmentinurbancenters(Telleretal.,2016).Nonetheless,mallsarestillattractivetoconsumers(Telleretal.,2016)andcontinuetothriveinAsia,theMiddleEast,LatinAmerica,EasternEurope,andAfrica(A.T.Kearny,Inc.,2017; InternationalCouncilofShoppingCenters[ICSC],2016),whicharecountriescharacterizedbyagrowingmiddleclass(Djelassietal.,2018).Thus,internationalmalldevelopersandretailersneedtounderstandinternationaldifferencesinmallpatronagebehaviorbettertoadaptthemarketingmixandoperationstobesuccessful.
Oneofthekeyquestionsregardingtheinternationalexpansionofshoppingmallsishoweachcountry'sshopperbehaviorisaffectedbythecountry'scultureandeconomicstatus.Previousworkininternationalmarketingexaminingtheroleofculture(e.g., PickandEisend,2016; Zhangetal.,2014)andthecountry'seconomiccapacity(e.g., KrautzandHoffmann,2017; Liu,2016)inshapingconsumerbehaviorhasdisregardedthisspecificshoppingactivity.Exceptionstothisare Dialloetal.(2018) and Djelassietal.(2018),whotestedtheimpactofcultureonconsumerbehaviorinmallsinAfricancountries.Giventheinterestthatglobalretailersandmalldevelopershaveforglobalfactorsastheyexpandtodiversenations(InternationalCouncilofShoppingCenters[ICSC],2016),theroleofcultureandeconomiccapacityinaffectingmallsshoppers'behaviordeservesexaminationacrossawiderrangeofcountries.
Someevidencehasshownthatgeneralshopperbehaviorvariesbetweencountriesbasedoneconomicstatus,shareofretailsalesonGDP,ratesofretailemployment,businesspractices,regulatoryenvironments,andaccesstoonlineretailers(Dimitrovaetal.,2016; Blutetal.,2018)aswellasthedegreeofinnovativenessandlocalconsumercultures(Blutetal.,2018; Reinartzetal.,2011).Thissuggeststhatinthespecificcontextofshoppingmalls,variationinshopperbehaviormaybedeterminedbycultureandeconomy.
Onewaytogaininsightaboutmallshoppingbehavioristhroughprofilingdifferentgroupsofshoppers.However,despitemanymall-shoppersegmentationstudiesfromdifferentcountries,theliteratureprovidesfewanswersformalldevelopersandretailers.Thisisbecausemostofthestudieswerecarriedoutinasinglecountryandlimitedtheirfocustothelocalcontext(e.g., MillanandHoward,2007,inHungary; KuruvillaandJoshi,2010,inIndia).Second,thesestudiesusedavarietyofconstructsforsegmentation,suchasactivitiesduringatriptothemall(Blochetal.,1994; GilboaandVilnai-Yavetz,2012; Ruizetal.,2004),visitingpatterns(MillanandHoward,2007; Roy,1994),shoppingmotivations(Ganeshetal.,2007),andtheperceivedimportanceofdifferentmallattributesdesignedtoattractvisitors(Calvo-PorralandLévy-Mangin,2019; TellerandElms,2010).Third,thisliteraturehasprimarilyadoptedaproblem-basedfocus,lackingtheoreticalunderpinnings.Thus,thoughstudieshaveusedsimilarconstructs,theywereguidedbydifferentobjectives.Somestudiesstruggledtoachievemoregeneralconclusions(e.g., Blochetal.,1994; Ruizetal.,2004; Telleretal.,2008),whileotherstudies(mostlythoseconductedindevelopingcountries),limitedtheirfocustothelocalcontext(e.g., MillanandHoward,2007,inHungary; KuruvillaandJoshi,2010,inIndia).Consequently,comparingandgeneralizingconclusionsbecomedifficult(Ganeshetal.,2007).Itisthereforeuncertainifthefindingsofthesestudiesderivefromculturaloreconomicdifferencesormethodologicaldisparitieswhichcanleadtomisleadingorbiasedpracticalimplications(YavasandBabakus,2009).
Thepresentstudyaimstoreducethisconfusionbyapplyinguniformmeasuresinfourcountries:
England,France,Ghana,andMorocco.Thestudycontributestotheliteraturebysystematicallyreviewingtheexistingliteratureonmall-shoppersegmentsandidentifyingthreemainsegments.Whilemostofthemallliteratureisproblem-based,thecurrentstudyusestwowell-developedtheories:
Hofstede'sculturaldimensions(Hofstede,2001)andpurchasingpowerparity(PPP; FischerandLipovská,2018)astheoreticalconceptualizations.Thus,thecurrentstudyexaminesforthefirsttimetheroleofcultureandeconomiccapacityinshapingmall-shopperbehavioraroundtheworld.Thecountrieswereselectedinanefforttoovercomepreviousstudies'limitationsaswellastogiverepresentationtodiverseculturalandeconomiccharacteristics,thusaddingtotheliterature.Forinstance,GhanaandMoroccoonlyrecentlyreceivedattentioninthecontextofmallshoppingbehavior(forMorocco,see Djelassietal.,2018 and Dialloetal.,2018;forGhana,see Hobden,2014; Oteng-AbabioandArthur,2015),andsegmentationstudiesforthesetwocountrieshaveyettobecarriedout.Therefore,theiradditionexpandsourknowledgeregardingcross-culturalimplicationsforthemallindustry.Wedemonstratewhichmallexperiencesaresharedamongthefourcountriesexaminedandwhicharedistinctinsegmentsofmallshoppersinacross-culturalcomparison.Finally,wehighlightthetheoreticalandpracticalimplicationsofourfindings.
Theoreticalimplications
Thepresentfindingssupportpreviousresearchsuggestingthreebasictypesofmallshoppers:
enthusiasts,recreationals,andutilitarians(Blochetal.,1994; Calvo-PorralandLévy-Mangin,2019; Farragetal.,2010; Ganeshetal.,2007; GilboaandVilnai-Yavetz,2012; Reynoldsetal.,2002; Ruizetal.,2004; Telleretal.,2008).Consistentwithreportedliterature,themostuniversalsegmentwasenthusiasts,foundinallfourcountriesexaminedinthestudy.Suchfindingssupportthepresenceofaglobalconsumerculture,linkingpeoplefromdifferentcountriesandculturesaroundsharedlifestylesandexperiences(ClevelandandLaroche,2007).
Thefindingsalsoshowthatthesizeofclustersandtheirpurchasingbehaviorareaffectedbysomeaspectofnationalculture.Thisphenomenonisespeciallypronouncedwhenuniquecountryprofiles,characterizedbyacombinationofculturaldimensions,exists.Forexample,France'shighscoresinindividualism,long-termorientation,anduncertaintyavoidancemakeitsculturemoreformalandcalculating,witheyestothefutureandtheexpectationthateverypersonshouldattendtohim/herself(Hofstede,2001).ThiscombinationexplainsthepresenceofalargegroupofFrenchutilitarians.
Ghanaistheonlycountrycomprisedofhedonicshoppers,withtwo-thirdsofthembeingenthusiastsandtheremainingthirdbeingrecreationals.ThismaybebecauseGhana'scultureischaracterizedascollectivist,highlyindulgent,andhavingashort-termorientation,thusallowingthemtofollowtheirimpulses,ignorethefuture,andallthewhile,attendtotheirfamily,friends,andsocietyatlarge(Hofstede,2001).ThisfindingcontributestothepreponderantliteraturereportingthediscreteeffectofeachdimensionofHofstede'sculturaldimension(e.g., DeMooijandHofstede,2002; CakanlarandNguyen,2019; Dialloetal.,2018; HallikainenandLaukkanen,2018).Ourfindingssuggestthatwhenanalyzingtheinfluenceofculture,cultureshouldbeaddressedasaholisticmulti-dimensionalconceptratherthanasaphenomenoncomprisingmultipleconstructs.
Thatsaid,thecurrentfindingsgivesupportfortheimportanceoftheindulgence/restraintdimension;afactorwhichhasattractedrelativelylessattentioninthemarketingliterature.Thecentralityofindulgencetomallshoppers'behaviorcanbetiedtothesocialandrecreationalnatureofshoppingmallswhichcontributetoshoppers’well-being(Rosenbaumetal.,2016)andprovideelementsofleisurelife,sociallifeandcommunitylife(ElHedhlietal.,2013).
Furthermore,wefoundthattheimpactofcultureismoreevidentinpurchasingbehaviorinrichcountries.However,inpoorercountries,purchasingbehaviorduringthetriptothemallisimpactedbyshoppers’economiccapacity.Thesefindingsareconsistentwithpreviousstudiesindicatingthatindevelopingcountries,shoppersavoidcompulsiveshoppingandplantheirshoppingbasedontheireconomicability(Horváthetal.,2013; KhayumandBaffoe-
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 购买力 平价 外文 文献 翻译
![提示](https://static.bdocx.com/images/bang_tan.gif)