The role of interdependent self-construal in consumers' susceptibility to retail salespersons' influence: A hierarchical approach

Tao Sun, Zixue Tai, Ke Chuan Tsai

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

Based on a sample of 300 consumers, this paper develops and tests a hierarchical model that examines the effect of interdependent self-construal on consumers' susceptibility to salespersons' influence. Structural equation modeling shows that the relationship between the two constructs is mediated by several situational factors via two prediction paths. Along one path, interdependent self-construal positively affects consumers' susceptibility to interpersonal influence, which is positively connected to consumers' susceptibility to salespersons' influence through the mediation of consumers' susceptibility to store atmosphere influence. Along the other path, interdependent self-construal is positively correlated with public self-consciousness, which is then positively associated with consumers' susceptibility to salespersons' influence. Discussions on theoretical, practical and future research implications are provided.

Original languageEnglish
Pages (from-to)360-366
Number of pages7
JournalJournal of Retailing and Consumer Services
Volume16
Issue number5
DOIs
StatePublished - Sep 2009

Keywords

  • Self-construal
  • Susceptibility to interpersonal influence
  • Susceptibility to salespersons' influence
  • Susceptibility to store atmosphere influence

ASJC Scopus subject areas

  • Marketing

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