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 language | English |
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Pages (from-to) | 360-366 |
Number of pages | 7 |
Journal | Journal of Retailing and Consumer Services |
Volume | 16 |
Issue number | 5 |
DOIs | |
State | Published - Sep 2009 |
Keywords
- Self-construal
- Susceptibility to interpersonal influence
- Susceptibility to salespersons' influence
- Susceptibility to store atmosphere influence
ASJC Scopus subject areas
- Marketing