TY - JOUR
T1 - The role of interdependent self-construal in consumers' susceptibility to retail salespersons' influence
T2 - A hierarchical approach
AU - Sun, Tao
AU - Tai, Zixue
AU - Tsai, Ke Chuan
PY - 2009/9
Y1 - 2009/9
N2 - 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.
AB - 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.
KW - Self-construal
KW - Susceptibility to interpersonal influence
KW - Susceptibility to salespersons' influence
KW - Susceptibility to store atmosphere influence
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U2 - 10.1016/j.jretconser.2009.04.002
DO - 10.1016/j.jretconser.2009.04.002
M3 - Article
AN - SCOPUS:68149134444
SN - 0969-6989
VL - 16
SP - 360
EP - 366
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 5
ER -