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Cross-Cultural Examination of the Fishbein Behavioral Intensions Model

Author

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  • Chol Lee

    (Hong Ik University)

  • Robert T Green

    (University of Texas-Austin)

Abstract

Most of the principal theories associated with consumer behavior have been developed and tested in the United States. A question that has been posed by some consumer researchers concerns the applicability of these theories outside of the United States. The study reported in this paper is a cross-cultural examination of the applicability of the Fishbein behavioral intentions model in Korea and the United States. Korea can be characterized as a collectivist culture that is different from the individualist culture dominant in the United States. The findings of the study suggest that the Fishbein model can be employed to explain consumers' behavioral intentions formation in a Confucian culture, as well as in the United States.© 1991 JIBS. Journal of International Business Studies (1991) 22, 289–305

Suggested Citation

  • Chol Lee & Robert T Green, 1991. "Cross-Cultural Examination of the Fishbein Behavioral Intensions Model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 22(2), pages 289-305, June.
    • Handle: RePEc:pal:jintbs:v:22:y:1991:i:2:p:289-305
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    3. Xu-Priour, Dong-Ling & Truong, Yann & Klink, Richard R., 2014. "The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France," Technological Forecasting and Social Change, Elsevier, vol. 88(C), pages 265-275.
    4. Ya-Hui Wang, 2014. "All You Can Eat: Behavioral Evidence From Taiwan," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 7(2), pages 29-37.
    5. Michael C. Handrinos & Dimitrios Folinas & Konstantinos Rotsios, 2015. "Using the SERVQUAL model to evaluate the quality of services for a farm school store," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(1), pages 62-74.
    6. Song, Jinzhu & Drennan, Judy C. & Andrews, Lynda M., 2012. "Exploring regional differences in Chinese consumer acceptance of new mobile technology: A qualitative study," Australasian marketing journal, Elsevier, vol. 20(1), pages 80-88.
    7. Chandan Parsad & Sanjeev Prashar & Vijay Sai Tata, 2017. "Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour: an emerging market perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 44(4), pages 297-311, December.
    8. Xin Jiang & Zhihua Ding & Rong Liu, 2019. "Can Chinese residential low-carbon consumption behavior intention be better explained? The role of cultural values," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 95(1), pages 155-171, January.
    9. Allah Wasaya & Muhammad Abid Saleem & Jamil Ahmad & Muhammad Nazam & M. Mohsin Ali Khan & Mohammad Ishfaq, 2021. "Impact of green trust and green perceived quality on green purchase intentions: a moderation study," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13418-13435, September.
    10. Molintas, Dominique Trual, 2013. "Impact of Globalisation on the British consumer motivations towards luxury commodities: Generation Y in focus," MPRA Paper 98878, University Library of Munich, Germany.
    11. Muk, Alexander & Chung, Christina, 2015. "Applying the technology acceptance model in a two-country study of SMS advertising," Journal of Business Research, Elsevier, vol. 68(1), pages 1-6.
    12. Robert Konopaske & Chet Robie & John M. Ivancevich, 2009. "Managerial Willingness to Assume Traveling, Short-term and Long-term Global Assignments," Management International Review, Springer, vol. 49(3), pages 359-387, June.
    13. Aliperti, Giuseppe & Cruz, Ana Maria, 2019. "Investigating tourists' risk information processing," Annals of Tourism Research, Elsevier, vol. 79(C).
    14. Sanz Blas Silvia & Ruiz Mafé Carla & Pérez Pérez Isabel, 2013. "Factores determinantes de la lealtad al proveedor de servicios turísticos online," Contaduría y Administración, Accounting and Management, vol. 58(2), pages 279-302, abril-jun.
    15. Tarnanidis, Theodore & Owusu-Frimpong, Nana & Nwankwo, Sonny & Omar, Maktoba, 2015. "A confirmatory factor analysis of consumer styles inventory: Evidence from Greece," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 164-177.
    16. van Herk, H. & Poortinga, Y.H. & Verhallen, T.M.M., 2004. "Response styles in rating scales : Evidence of method bias in data from 6 EU countries," Other publications TiSEM c8befc7a-f2f4-44cf-b2fc-b, Tilburg University, School of Economics and Management.
    17. Kareem Abdul, Waheed & Gaur, Sanjaya S. & Peñaloza, Lisa N., 2012. "The determinants of customer trust in buyer–seller relationships: An empirical investigation in rural India," Australasian marketing journal, Elsevier, vol. 20(4), pages 303-313.
    18. Jerzy Wierzbinski & Anna O. Kuzminska & Grzegorz Krol, 2014. "Konsekwencje wyboru typu skali odpowiedzi w badaniach ankietowych (Consequences of using different types of rating scales)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 12(45), pages 113-136.
    19. Agnieszka Kacprzak & Katarzyna Dziewanowska, 2015. "Does a global young consumer exist? A comparative study of South Korea and Poland," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(1), pages 47-61.
    20. Anne-Wil Harzing & Michelle Brown & Kathrin Köster & Shuming Zhao, 2012. "Response Style Differences in Cross-National Research," Management International Review, Springer, vol. 52(3), pages 341-363, June.
    21. Quintal, Vanessa Ann & Lee, Julie Anne & Soutar, Geoffrey N., 2010. "Risk, uncertainty and the theory of planned behavior: A tourism example," Tourism Management, Elsevier, vol. 31(6), pages 797-805.
    22. Lee, Jaeha & Nguyen, Minhthu Jill, 2017. "Product attributes and preference for foreign brands among Vietnamese consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 76-83.
    23. Shihui Zheng, 2017. "The Failure of Home Depot in China - A Case Study," Business and Management Studies, Redfame publishing, vol. 3(4), pages 54-58, December.
    24. Rodrigo, Padmali & Khan, Hina & Ekinci, Yuksel, 2019. "The determinants of foreign product preference amongst elite consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 139-148.

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