Investigating the moderating role of intercultural factors on consumer cross-shopping behavior: Bridging the prejudice:

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Abstract

The concept of prejudice has become increasingly important to scientific thinking about relations between groups. Yet, despite extensive research, little is known about how prejudice affects consumer buying behavior, especially regarding activities that involve purchasing products and services thereby crossing to suppliers from the dominant community. The purpose of this study is twofold: to examine the influence of both positive and negative prejudices on cross-shopping intention in the context of an ethnic minority-majority group relationship; and, to investigate the moderating influence of intercultural-related factors (i.e. online contact, social interaction, and acculturation) on the
relationship between negative prejudice and cross-shopping intention. A sample consisting of 202 respondents was obtained from across ethnic-minority consumers (the Israeli Arabs) who routinely interact online and offline with individuals from the majority population (Israeli Jews). The conceptual framework and hypothesis are tested using the partial least squares analyzes (PLS). The study results provide a better understanding of the conflicting effects of positive and negative prejudice on crossshopping intention. Additionally, results shed light on the moderating role of intercultural factors on the relationship between negative prejudice and cross-shopping intention. Implications are identified together with consideration of the study limitations and avenues for future research.
Original languageEnglish
Pages (from-to)139-151
Number of pages13
JournalJournal of Research in Business and Social Science
Volume9
Issue number2
StatePublished - 2020

Keywords

  • Cross-shopping
  • Prejudice
  • Intergroup contact
  • Social interaction
  • Acculturation

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