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regard to demographics, it is
interesting to
note that, although
men were
not excluded, the
investigations were focused mainly on women.
Since
women
are
perceived
as
the
predominant
and
“traditional”
purchasing
agents
of
apparel
for
themselves
and
family
members
(Fuller
&
Blackwell,
1992)
could
explain
this.
Shim and Chen
(1996) examined acculturation
characteristics
as predictors of
apparel
shopping
orientations. They
viewed
shopping
orientations
as
an
outcome
of
the
socialization process in a new cultural setting.
2.5. Theoretical Frameworks
Most
research
examining
the
influence
of
personal
values
on
marketing
and
consumer
behavior
is
based
on
the
conceptual and
measurement contributions of
Rokeach
(1968,
1973).
Rokeach
developed
a
list
of
18
instrumental
values
and
a
list
of
18
terminal
values, which are summarized
in
the Rokeach Value Survey (RVS) that has been
used
in
many studies (Bond, 1988; Hofstede and Bond, 1984; Ng et al., 1982) to identify values.
The
wide
use
of
the RVS
is due
to the
instrument’s validity and reliability for
consumer
research
(Valencia, 1989;
Beatty
et
al., 1985).
The
RVS
measure
has
also been
applied
successfully
across
a
wide
range
of
cultures
(Rokeach,
1979;
Valette-Florence and
Jolibert, 1990); therefore, the RVS measure is employed in this study.
A modified seven-factor model was already tested by Fan and Xiao and was further
refined and validated by the findings of Hiu et al (2001), which resulted in an instrument
that includes seven shopping orientations. Further research by Tai (2005) added four new
distinguished- orientations that are not found in the CSI, including personal style
conscious, environment/health conscious, reliance on mass media, and convenience/time
conscious. The items related to the shopping orientations used in this study are based on
the CSI and extracted from Ownbey (1991).
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