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Title: Retail bargaining behaviour of American and Chinese customers
Authors: Lee, DY
Keywords: Consumer behaviour
Retail trade
National cultures
Consumer marketing
Issue Date: 2000
Publisher: Emerald Group Publishing Limited
Source: European journal of marketing, 2000, v. 34, no. 1/2, p. 190-206 How to cite?
Journal: European journal of marketing 
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.
ISSN: 0309-0566
EISSN: 1758-7123
DOI: 10.1108/03090560010306287
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