Cross‐cultural invariance of consumers' price perception measures: Eastern Asian perspective
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 5 September 2008
Abstract
Purpose
In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers' price perception scales cross‐culturally with samples drawn from four Eastern Asian countries, i.e. China, South Korea, Taiwan, and Thailand, using multigroup confirmatory factor analysis (MGCFA). In addition, this study further examines the differences and similarities in the mean levels of consumers' price perceptions across the four samples.
Design/methodology/approach
A convenience sample of undergraduate college students was employed. A total of 958 students with business‐related majors completed a questionnaire in Beijing, China; Seoul, South Korea; Tainan, Taiwan; and Chonburi, Thailand.
Findings
Having established psychometric properties and demonstrated the partial scalar invariance of measurements and structural parameters, the results indicated that the consumers' price perception scale containing five dimensions (i.e. price‐quality schema, prestige sensitivity, value consciousness, sale proneness, and price mavenism) appears to be useful in Eastern Asian cultures. In addition, results of latent mean comparison revealed not only some similarities but also differences related to the five dimensions of price across the four Eastern Asian samples.
Research limitations/implications
The main limitation is the issue of generalizability of the findings because of the use of student samples.
Originality/value
This study is among the first to examine cross‐cultural invariance of consumers' price perception within Eastern Asian countries using MGCFA.
Keywords
Citation
Watchravesringkan, K.(T)., Yan, R. and Yurchisin, J. (2008), "Cross‐cultural invariance of consumers' price perception measures: Eastern Asian perspective", International Journal of Retail & Distribution Management, Vol. 36 No. 10, pp. 759-779. https://doi.org/10.1108/09590550810900982
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited