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Hong Kong Polytechnic University thesis-香港大学论文代写-美国和中国客户的零售交易行为研究-Retail bargaining behaviour of American and Chinese customers

论文作者:英语论文网论文属性:硕士毕业论文 thesis登出时间:2011-09-21编辑:anterran点击率:4717

论文字数:6541论文编号:org201109211517094273语种:英语论文 English地区:香港价格:$ 66

关键词:Hong Kong Polytechnic University thesis香港大学论文代写美国和中国客户零售交易行为Retail bargaining behaviourAmericanChinese customers

摘要:Retail bargaining behaviour of American and Chinese customers Hong Kong Polytechnic University thesis-香港大学论文代写-美国和中国客户的零售交易行为研究-Retail bargaining behaviour of American and Chinese customers Don Y. Lee, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

Retail bargaining behaviour of American and Chinese customers

Don Y. Lee, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
Abstract
Reports on a cross-cultural study of retail bargaining behaviour between American and Chinese customers. The framework of the Fishbein behavioural intention model is applied to the retail bargaining setting, and bargaining style is treated as an action “caused” by bargaining intention, which is in turn affected by the subjective norm and bargaining attitude. The respondents were 100 American and 100 Chinese Singaporean customers. The findings of this study suggest that the Fishbein behavioural intention model can be used to explain the retail bargaining behaviour of both American and Chinese customers. The study also found that Chinese people have a higher level of bargaining intention and a more competitive bargaining style than the Americans, although the bargaining attitudes and subjective norms of the two groups do not differ.
Article Type:
Conceptual Paper
Keyword(s):
Consumer behaviour; Bargaining; Retail trade; National cultures; Consumer Marketing.
Journal:
European Journal of Marketing
Volume:
34
Number:
1/2
Year:
2000
pp:
190-206
Copyright ©
MCB UP Ltd
ISSN:
0309-0566
Introduction
Bargaining is an exchange activity which allows the possibility of mutual benefits (Evans and Beltramini, 1987), and is one of the principal influences at work in buying and selling interaction process (Webster, 1981 cited in Neslin and Greenhalgh, 1983). Negotiations are not only prevalent between manufacturers, wholesalers and retailers (Stern et al., 1996, p. 10), but are also common in consumer marketing. For consumer purchases of automobiles, homes, home repairs and improvements, home appliances, and second-hand items, negotiable prices are involved most of the time; fees for professional services are also sometimes negotiable (Maynes, 1976). One study indicates that in the USA, 35 percent of the retail merchants of durable goods are willing to negotiate prices with consumers (Schouten, 1987). However, in many less-developed countries, negotiations or bargaining in retail purchases are even more widely accepted, and are still prevalent in certain types of retail business (Kaynak, 1988).
There are few empirical studies on bargaining (or negotiations) in the marketing literature, and the limited number of studies may be categorised into two streams: a process view and an information processing view. The former treats bargaining as a process, and emphasises the impact of personal characteristics (such as personal similarity, or attractiveness between the bargaining parties) and the use of a problem-solving approach towards the bargaining outcomes (e.g. Campbell et al., 1988; Graham, 1985; Graham et al., 1988). The second stream examines bargaining activities from an information processing perspective. For instance, Brucks and Schurr (1990) investigated the relationship between the use of bargaining and the intensity of the information search that is required when purchasing a product; Schurr and Ozanne (1985) examined buyers’ perceptions of sellers’ trustworthiness and bargaining toughness. Interestingly, most of these studies used laboratory experiments, which, however, are always open to criticism because of a lack of external validity (Campbell et al., 1988).
Nonetheless, none of the studies has examined buyer论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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