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Cross‐cultural invariance of consumers' price perception measures Eastern Asian perspective

Cross‐cultural invariance of consumers' price perception measures Eastern Asian perspective Purpose – In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers' price perception scales cross‐culturally with samples drawn from four Eastern Asian countries, i.e. China, South Korea, Taiwan, and Thailand, using multigroup confirmatory factor analysis (MGCFA). In addition, this study further examines the differences and similarities in the mean levels of consumers' price perceptions across the four samples. Design/methodology/approach – A convenience sample of undergraduate college students was employed. A total of 958 students with business‐related majors completed a questionnaire in Beijing, China; Seoul, South Korea; Tainan, Taiwan; and Chonburi, Thailand. Findings – Having established psychometric properties and demonstrated the partial scalar invariance of measurements and structural parameters, the results indicated that the consumers' price perception scale containing five dimensions (i.e. price‐quality schema, prestige sensitivity, value consciousness, sale proneness, and price mavenism) appears to be useful in Eastern Asian cultures. In addition, results of latent mean comparison revealed not only some similarities but also differences related to the five dimensions of price across the four Eastern Asian samples. Research limitations/implications – The main limitation is the issue of generalizability of the findings because of the use of student samples. Originality/value – This study is among the first to examine cross‐cultural invariance of consumers' price perception within Eastern Asian countries using MGCFA. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Cross‐cultural invariance of consumers' price perception measures Eastern Asian perspective

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References (72)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550810900982
Publisher site
See Article on Publisher Site

Abstract

Purpose – In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers' price perception scales cross‐culturally with samples drawn from four Eastern Asian countries, i.e. China, South Korea, Taiwan, and Thailand, using multigroup confirmatory factor analysis (MGCFA). In addition, this study further examines the differences and similarities in the mean levels of consumers' price perceptions across the four samples. Design/methodology/approach – A convenience sample of undergraduate college students was employed. A total of 958 students with business‐related majors completed a questionnaire in Beijing, China; Seoul, South Korea; Tainan, Taiwan; and Chonburi, Thailand. Findings – Having established psychometric properties and demonstrated the partial scalar invariance of measurements and structural parameters, the results indicated that the consumers' price perception scale containing five dimensions (i.e. price‐quality schema, prestige sensitivity, value consciousness, sale proneness, and price mavenism) appears to be useful in Eastern Asian cultures. In addition, results of latent mean comparison revealed not only some similarities but also differences related to the five dimensions of price across the four Eastern Asian samples. Research limitations/implications – The main limitation is the issue of generalizability of the findings because of the use of student samples. Originality/value – This study is among the first to examine cross‐cultural invariance of consumers' price perception within Eastern Asian countries using MGCFA.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: Sep 5, 2008

Keywords: Prices; Consumer behaviour; China; South Korea; South East Asia

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