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Abstract

This study examines the impacts of materialism and collectivism on consumers’ prestige sensitivity and value consciousness. Also, it examines the impacts of consumers’ prestige sensitivity and value consciousness on ongoing search behaviour. A test based on a sample of 268 mobile phone consumers in HCM City reveals that collectivism has a positive impact on value consciousness and that materialism has a positive impact on prestige sensitivity. The results further show that both prestige sensitivity and value consciousness exert positive effects on consumers’ ongoing information search behaviour.

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Issue: Vol 13 No 4 (2010)
Page No.: 23-32
Published: Dec 30, 2010
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v13i4.2184

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Creative Commons License

Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Phan, B., & Nguyen, T. (2010). ORIENTATIONS OF PERSONAL VALUE AND CONSUMERS’ INFORMATION SEARCH BEHAVIOUR. Science and Technology Development Journal, 13(4), 23-32. https://doi.org/https://doi.org/10.32508/stdj.v13i4.2184


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