Apparel Bargaining Attitude and Bargaining Intention (Intention to Re-bargain) Driven by Culture of Thai and Chinese Consumers
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Abstract
This research aims to investigate the bargaining attitude and bargaining intention (intention to re-bargain) driven by culture of Thai and Chinese consumers when buying apparel product. The survey took place in major apparel markets in Bangkok such as Chatuchak Market, Center One, and so on, according to their bargaining-prone environment. The opinionnaires were conveniently distributed to Thai and Chinese consumers. With samples of 198 Thai consumers and 116 Chinese consumers, the results generated by Structural Equation Modeling show that both Thai and Chinese consumers’ bargaining attitude affected bargaining intention and their culture affected both bargaining attitude and intention. For managerial and marketing application, as international companies go global and companies in the Asia-Pacific region continue to export and become more international, culture will become more and more important. The apparel shop who tends to be flexible with the price will be the winner. For the limitations, this research did not include age as a factor driving bargaining attitude and bargaining intention; that was, it could harm the generalization of the results. For future research, it will be interesting to compare the results of different countries to see if there are highly significant differences.
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