The Impact of Retail Store Global-Mindedness on Jordanian Consumers’ Patronage Intention

Abstract

This study aims to investigate the impact of Jordanian consumers’ global-mindedness on retail store patronage.We measured consumer global-mindedness, second-order, via cultural openness and cultural adaptability. Inorder to test our proposed framework, we conducted a survey in three different Jordanian cities. Our resultsconfirm that consumer global-mindedness is a multi-dimensional construct. Further, we found that Jordanianconsumers’ global-mindedness has positive impact on shopping enjoyment and cognition. In return shoppingenjoyment and cognition have positive effects on store patronage.