Control in Retail Environments: Westerners and Easterners’ Perceived Control of Emotional and Behavioral Responses

초록

This study investigates how the influences of perceived control of emotional and behavioral responses differ between westerners and easterners in a retail environment. Based upon the previous research on cultural differences in perceived control between westerners and easterners,this study hypothesizes that westerners prefer a higher degree of perceived control in a retail and service setting, whereas easterners prefer a lower degree of perceived control. This study tests the proposed hypotheses with two experimental retail situations which are a MP 3 retail store and a Chinese restaurant, employing American and Korean students as experiment subjects. The results show that in a high level of perceived control situation, westerners display more positive emotions,a higher degree of re-patronage intention, a higher degree of positive word-of-mouth intention, and a higher level of confidence in a retail environment, whereas easterners display more positive responses in a low level of perceived control situation.

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