The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets
Purpose – The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets. Design/methodology/approach – In order to carry out the descriptive and quantitative research, t...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
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Emerald Publishing
2019-07-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/REGE-12-2017-0009/full/pdf?title=the-impact-of-culture-evaluation-of-store-image-and-satisfaction-on-purchase-intention-at-supermarkets |
| _version_ | 1811195157918253056 |
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| author | Eluiza Alberto de Morais Watanabe Claudio Vaz Torres Solange Alfinito |
| author_facet | Eluiza Alberto de Morais Watanabe Claudio Vaz Torres Solange Alfinito |
| author_sort | Eluiza Alberto de Morais Watanabe |
| collection | DOAJ |
| description | Purpose – The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets. Design/methodology/approach – In order to carry out the descriptive and quantitative research, the authors applied 443 questionnaires to consumers in two Brazilian supermarket chains. The authors used structured equation modeling for data analysis. Findings – Customers’ satisfaction and the evaluation of store image positively affect purchase intention; however, I-C did not show any effect. The cultural dimension slightly influenced the assessment of store image by only 2 percent. Store image positively affects consumer satisfaction. Research limitations/implications – This study used convenience sampling and omission of vertical and horizontal variations of I-C in data analyses. The authors suggested the use of probabilistic sampling and the inclusion of vertical and horizontal variations of I-C. The relationships investigated herein can still be analyzed in other contexts. Practical implications – In order to increase satisfaction and purchase intention, it is necessary to prioritize aspects related to layout, service and products’ variety and quality. Still, managers should not worry about I-C, since it does not affect purchase intention. Originality/value – The authors observed the relevance of the study after carrying out a literature review on the subject. There is a lack of studies that investigate the relationship between I-C, evaluation of store image, consumer satisfaction and purchase intention, either together or in the context of supermarkets. |
| first_indexed | 2024-04-12T00:37:44Z |
| format | Article |
| id | doaj.art-b76f016857714e68a29cdf1eda5bd6bb |
| institution | Directory Open Access Journal |
| issn | 1809-2276 2177-8736 |
| language | Portuguese |
| last_indexed | 2024-04-12T00:37:44Z |
| publishDate | 2019-07-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | REGE Revista de Gestão |
| spelling | doaj.art-b76f016857714e68a29cdf1eda5bd6bb2022-12-22T03:55:06ZporEmerald PublishingREGE Revista de Gestão1809-22762177-87362019-07-0126325627310.1108/REGE-12-2017-0009629787The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarketsEluiza Alberto de Morais Watanabe0Claudio Vaz Torres1Solange Alfinito2Universidade de Brasilia, Brasilia, BrazilUniversidade de Brasilia, Brasilia, BrazilUniversidade de Brasilia, Brasilia, BrazilPurpose – The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets. Design/methodology/approach – In order to carry out the descriptive and quantitative research, the authors applied 443 questionnaires to consumers in two Brazilian supermarket chains. The authors used structured equation modeling for data analysis. Findings – Customers’ satisfaction and the evaluation of store image positively affect purchase intention; however, I-C did not show any effect. The cultural dimension slightly influenced the assessment of store image by only 2 percent. Store image positively affects consumer satisfaction. Research limitations/implications – This study used convenience sampling and omission of vertical and horizontal variations of I-C in data analyses. The authors suggested the use of probabilistic sampling and the inclusion of vertical and horizontal variations of I-C. The relationships investigated herein can still be analyzed in other contexts. Practical implications – In order to increase satisfaction and purchase intention, it is necessary to prioritize aspects related to layout, service and products’ variety and quality. Still, managers should not worry about I-C, since it does not affect purchase intention. Originality/value – The authors observed the relevance of the study after carrying out a literature review on the subject. There is a lack of studies that investigate the relationship between I-C, evaluation of store image, consumer satisfaction and purchase intention, either together or in the context of supermarkets.https://www.emerald.com/insight/content/doi/10.1108/REGE-12-2017-0009/full/pdf?title=the-impact-of-culture-evaluation-of-store-image-and-satisfaction-on-purchase-intention-at-supermarketssatisfactionpurchase intentionindividualism and collectivismstore image |
| spellingShingle | Eluiza Alberto de Morais Watanabe Claudio Vaz Torres Solange Alfinito The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets REGE Revista de Gestão satisfaction purchase intention individualism and collectivism store image |
| title | The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets |
| title_full | The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets |
| title_fullStr | The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets |
| title_full_unstemmed | The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets |
| title_short | The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets |
| title_sort | impact of culture evaluation of store image and satisfaction on purchase intention at supermarkets |
| topic | satisfaction purchase intention individualism and collectivism store image |
| url | https://www.emerald.com/insight/content/doi/10.1108/REGE-12-2017-0009/full/pdf?title=the-impact-of-culture-evaluation-of-store-image-and-satisfaction-on-purchase-intention-at-supermarkets |
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