购买力平价外文文献翻译文档格式.docx

购买力平价外文文献翻译文档格式.docx

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sindividualism/collectivism,uncertaintyavoidance,long-/short-termorientation,andindulgence/restraint）andeconomiccapacity（purchasingpowerparity）onshopperbehavior.Findingssuggestthatcultureshapesthenatureofshoppers'

profiles.However,purchasebehaviorandspendingratesimpactedmorebycultureinrichcountriesandmorebytheeconomicsituationinpoorcountries.Theimplicationisthatinternationalretailersandmallmanagersshouldconsidernationalcultureaswellaseconomicfactorsintheirglobaloperations.

Keywords：

Cross-cultural，Mallshoppers，Hofstede'

sculturaldimensions，Purchasingpowerparity

Introduction

Traditionalbrick-and-mortarshoppingmallsareonthedeclineinmanyWesterncountriesduetoincreasedcompetitionfromotherretailformats.Theseincludeplannedandmanagedformats,suchase-commerce,bigboxes,andpowercenters（Grewaletal.,2017）,aswellasregulationsthatconstraintheirdevelopmentinurbancenters（Telleretal.,2016）.Nonetheless,mallsarestillattractivetoconsumers（Telleretal.,2016）andcontinuetothriveinAsia,theMiddleEast,LatinAmerica,EasternEurope,andAfrica（A.T.Kearny,Inc.,2017;

InternationalCouncilofShoppingCenters[ICSC],2016）,whicharecountriescharacterizedbyagrowingmiddleclass（Djelassietal.,2018）.Thus,internationalmalldevelopersandretailersneedtounderstandinternationaldifferencesinmallpatronagebehaviorbettertoadaptthemarketingmixandoperationstobesuccessful.

Oneofthekeyquestionsregardingtheinternationalexpansionofshoppingmallsishoweachcountry'

sshopperbehaviorisaffectedbythecountry'

scultureandeconomicstatus.Previousworkininternationalmarketingexaminingtheroleofculture（e.g., 

PickandEisend,2016;

Zhangetal.,2014）andthecountry'

seconomiccapacity（e.g., 

KrautzandHoffmann,2017;

Liu,2016）inshapingconsumerbehaviorhasdisregardedthisspecificshoppingactivity.Exceptionstothisare 

Dialloetal.（2018） 

and 

Djelassietal.（2018）,whotestedtheimpactofcultureonconsumerbehaviorinmallsinAfricancountries.Giventheinterestthatglobalretailersandmalldevelopershaveforglobalfactorsastheyexpandtodiversenations（InternationalCouncilofShoppingCenters[ICSC],2016）,theroleofcultureandeconomiccapacityinaffectingmallsshoppers'

behaviordeservesexaminationacrossawiderrangeofcountries.

Someevidencehasshownthatgeneralshopperbehaviorvariesbetweencountriesbasedoneconomicstatus,shareofretailsalesonGDP,ratesofretailemployment,businesspractices,regulatoryenvironments,andaccesstoonlineretailers（Dimitrovaetal.,2016;

Blutetal.,2018）aswellasthedegreeofinnovativenessandlocalconsumercultures（Blutetal.,2018;

Reinartzetal.,2011）.Thissuggeststhatinthespecificcontextofshoppingmalls,variationinshopperbehaviormaybedeterminedbycultureandeconomy.

Onewaytogaininsightaboutmallshoppingbehavioristhroughprofilingdifferentgroupsofshoppers.However,despitemanymall-shoppersegmentationstudiesfromdifferentcountries,theliteratureprovidesfewanswersformalldevelopersandretailers.Thisisbecausemostofthestudieswerecarriedoutinasinglecountryandlimitedtheirfocustothelocalcontext（e.g., 

MillanandHoward,2007,inHungary;

KuruvillaandJoshi,2010,inIndia）.Second,thesestudiesusedavarietyofconstructsforsegmentation,suchasactivitiesduringatriptothemall（Blochetal.,1994;

GilboaandVilnai-Yavetz,2012;

Ruizetal.,2004）,visitingpatterns（MillanandHoward,2007;

Roy,1994）,shoppingmotivations（Ganeshetal.,2007）,andtheperceivedimportanceofdifferentmallattributesdesignedtoattractvisitors（Calvo-PorralandLé

vy-Mangin,2019;

TellerandElms,2010）.Third,thisliteraturehasprimarilyadoptedaproblem-basedfocus,lackingtheoreticalunderpinnings.Thus,thoughstudieshaveusedsimilarconstructs,theywereguidedbydifferentobjectives.Somestudiesstruggledtoachievemoregeneralconclusions（e.g., 

Blochetal.,1994;

Ruizetal.,2004;

Telleretal.,2008）,whileotherstudies（mostlythoseconductedindevelopingcountries）,limitedtheirfocustothelocalcontext（e.g., 

KuruvillaandJoshi,2010,inIndia）.Consequently,comparingandgeneralizingconclusionsbecomedifficult（Ganeshetal.,2007）.Itisthereforeuncertainifthefindingsofthesestudiesderivefromculturaloreconomicdifferencesormethodologicaldisparitieswhichcanleadtomisleadingorbiasedpracticalimplications（YavasandBabakus,2009）.

Thepresentstudyaimstoreducethisconfusionbyapplyinguniformmeasuresinfourcountries:

England,France,Ghana,andMorocco.Thestudycontributestotheliteraturebysystematicallyreviewingtheexistingliteratureonmall-shoppersegmentsandidentifyingthreemainsegments.Whilemostofthemallliteratureisproblem-based,thecurrentstudyusestwowell-developedtheories:

Hofstede'

sculturaldimensions（Hofstede,2001）andpurchasingpowerparity（PPP;

FischerandLipovská

2018）astheoreticalconceptualizations.Thus,thecurrentstudyexaminesforthefirsttimetheroleofcultureandeconomiccapacityinshapingmall-shopperbehavioraroundtheworld.Thecountrieswereselectedinanefforttoovercomepreviousstudies'

limitationsaswellastogiverepresentationtodiverseculturalandeconomiccharacteristics,thusaddingtotheliterature.Forinstance,GhanaandMoroccoonlyrecentlyreceivedattentioninthecontextofmallshoppingbehavior（forMorocco,see 

Djelassietal.,2018 

Dialloetal.,2018;

forGhana,see 

Hobden,2014;

Oteng-AbabioandArthur,2015）,andsegmentationstudiesforthesetwocountrieshaveyettobecarriedout.Therefore,theiradditionexpandsourknowledgeregardingcross-culturalimplicationsforthemallindustry.Wedemonstratewhichmallexperiencesaresharedamongthefourcountriesexaminedandwhicharedistinctinsegmentsofmallshoppersinacross-culturalcomparison.Finally,wehighlightthetheoreticalandpracticalimplicationsofourfindings.

Theoreticalimplications

Thepresentfindingssupportpreviousresearchsuggestingthreebasictypesofmallshoppers:

enthusiasts,recreationals,andutilitarians（Blochetal.,1994;

Calvo-PorralandLé

Farragetal.,2010;

Ganeshetal.,2007;

Reynoldsetal.,2002;

Telleretal.,2008）.Consistentwithreportedliterature,themostuniversalsegmentwasenthusiasts,foundinallfourcountriesexaminedinthestudy.Suchfindingssupportthepresenceofaglobalconsumerculture,linkingpeoplefromdifferentcountriesandculturesaroundsharedlifestylesandexperiences（ClevelandandLaroche,2007）.

Thefindingsalsoshowthatthesizeofclustersandtheirpurchasingbehaviorareaffectedbysomeaspectofnationalculture.Thisphenomenonisespeciallypronouncedwhenuniquecountryprofiles,characterizedbyacombinationofculturaldimensions,exists.Forexample,France'

shighscoresinindividualism,long-termorientation,anduncertaintyavoidancemakeitsculturemoreformalandcalculating,witheyestothefutureandtheexpectationthateverypersonshouldattendtohim/herself（Hofstede,2001）.ThiscombinationexplainsthepresenceofalargegroupofFrenchutilitarians.

Ghanaistheonlycountrycomprisedofhedonicshoppers,withtwo-thirdsofthembeingenthusiastsandtheremainingthirdbeingrecreationals.ThismaybebecauseGhana'

scultureischaracterizedascollectivist,highlyindulgent,andhavingashort-termorientation,thusallowingthemtofollowtheirimpulses,ignorethefuture,andallthewhile,attendtotheirfamily,friends,andsocietyatlarge（Hofstede,2001）.ThisfindingcontributestothepreponderantliteraturereportingthediscreteeffectofeachdimensionofHofstede'

sculturaldimension（e.g., 

DeMooijandHofstede,2002;

CakanlarandNguyen,2019;

HallikainenandLaukkanen,2018）.Ourfindingssuggestthatwhenanalyzingtheinfluenceofculture,cultureshouldbeaddressedasaholisticmulti-dimensionalconceptratherthanasaphenomenoncomprisingmultipleconstructs.

Thatsaid,thecurrentfindingsgivesupportfortheimportanceoftheindulgence/restraintdimension;

afactorwhichhasattractedrelativelylessattentioninthemarketingliterature.Thecentralityofindulgencetomallshoppers'

behaviorcanbetiedtothesocialandrecreationalnatureofshoppingmallswhichcontributetoshoppers’well-being（Rosenbaumetal.,2016）andprovideelementsofleisurelife,sociallifeandcommunitylife（ElHedhlietal.,2013）.

Furthermore,wefoundthattheimpactofcultureismoreevidentinpurchasingbehaviorinrichcountries.However,inpoorercountries,purchasingbehaviorduringthetriptothemallisimpactedbyshoppers’economiccapacity.Thesefindingsareconsistentwithpreviousstudiesindicatingthatindevelopingcountries,shoppersavoidcompulsiveshoppingandplantheirshoppingbasedontheireconomicability（Horvá

thetal.,2013;

KhayumandBaffoe-