Control in Retail Environments

다국어 초록 (Multilingual Abstract)

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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