Abstract
Investigating the impact of consumer values and advocacy behavior on buying decision satisfac-tion: A study through gender lens
Highlights
On the basis of different regional and religious distributions, every society has unique cultural norms and traditions that transform consumer preferences and influence buying behavior
Targeting to emotions is a great source that influences the decision satisfaction and we found positive significant linkage (β = .291, P< .010) emotional values have a significant impact on buying decision satisfaction (Nair & Das, 2015; Andrade, 2014; Dhurup, 2014; Wellings et al, 2010) which is in line with our hypothesis number two
Females are more interactive and more expressive than males (Olsson & Walker, 2003), their buying decision satisfaction is more influenced by word of mouth in comparison to males (β = .726, P< .05) in comparison to males (β = .149, P< .05) The male and female gender have differential roles to deliver their perceptions and experiences to others (Sun & Qu, 2011).On the whole, our findings suggest that for both genders, buying decision is influenced by word of mouth or social group referrals, these results are supportive of our H5
Summary
On the basis of different regional and religious distributions, every society has unique cultural norms and traditions that transform consumer preferences and influence buying behavior . In a collectivist society, people are more concerned with each other and care more about their emotional values attached to their families and their society for maximum satisfaction in their decision makings. Emotions and social values have strong influences in collectivist societies, having a positive relation with purchasing behavior and a higher satisfaction level in comparison to individualistic cultures (Xiao & Kim, 2009). In collective cultures there are several pressures that are exerted by family, fellows, society, ideologies and other social norms on buying choices which are essence of decision satisfaction. A higher level of care is given in collectivist societies and their ties to their families (Pyke & Bengtson, 1996)
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