Lifestyle and Purchase Intention: The Moderating Role of Education in Bicultural Consumers

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2021-12-27 DOI:10.1080/08961530.2021.2020702

Iliana E. Aguilar-Rodríguez, L. Arias-Bolzmann

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引用次数: 2

Abstract

Abstract This research is the first to analyze the relationship between lifestyles and purchase intentions in first-generation bicultural consumers residing in Canada. It applies the Activities, Interests, and Opinions (AIO) model and the Theory of Planned Behavior (TPB) and includes education level as a moderating variable to find differences in consumption between the country of origin and the host country. A total of 194 personal surveys were administered. The data were analyzed using structural equation modeling and one-way analysis of variance (ANOVA), suggesting that subjective norm predicts purchase intention, being positively related to Health and Optimism and Household Oriented and Industrious, and negatively related to Self-reliance and Leadership. A negative impact was found between the education level and the subjective norm, which was significant concerning the host country. The study also revealed that the subjective norm is positively related to Health and Optimism and negatively related to Self-reliance and Leadership, improving the model’s predictive accuracy when the educational level is involved. The findings demonstrate the usefulness of TPB and provide marketers with better identification of psychographic market segments.

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生活方式与购买意愿:教育在双文化消费者中的调节作用

本研究首次分析了居住在加拿大的第一代双文化消费者的生活方式与购买意愿之间的关系。它应用活动，兴趣和意见(AIO)模型和计划行为理论(TPB)，并将教育水平作为调节变量，以发现原产国和东道国之间的消费差异。共进行了194次个人调查。采用结构方程模型和单因素方差分析发现，主观规范对购买意愿的预测与健康、乐观、家庭、勤奋呈正相关，与自立、领导负相关。发现教育水平与主观规范之间存在负向影响，这对东道国来说意义重大。研究还发现，主观规范与健康和乐观正相关，与自立和领导负相关，当教育水平涉及时，提高了模型的预测准确性。研究结果证明了TPB的有效性，并为营销人员更好地识别心理细分市场提供了帮助。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.