How Does Power Distance Belief Impact Variety-Seeking Behavior? A Moderated Mediation Approach

Abstract

Purpose - This research aims to enhance knowledge of variety-seeking behavior by establishing a novel antecedent based on consumer internal characteristics instead of external stimuli. The report also argues that the insights gleaned can illuminate a method to analyze consumer decision-making based on intrinsic motivation. This study evaluated a potential connection between power distance belief and variety-seeking behavior. This study evaluates variety-seeking behavior by brand, color, taste, and fashion preferences. Varietyseeking behavior is essential in understanding consumer choices. This paper aims to find the mechanism of the relation between power distance belief with variety-seeking behavior, along with the boundary condition of variety-seeking behavior.
 Design/Methodology/Approach - This study performed three experiments for measurement and hypothesis testing. This study employed analysis of variance, multiple regression, and process macro for moderated mediation testing with SPSS 28.0.
 Findings - This research confirms the prediction that higher power distance beliefs tend to elect variety through Study 1, and that risk-seeking mediates the moderation of boredom between power distance belief and variety-seeking behavior through Study 2. The authors conclude by discussing the implications for the application of the theory for managers.
 Research Implications - These contributions provide professionals with practical consequences for a variety of marketing tasks, such as market segmentation, product extension and innovation, and advertising guides.