Economics, Law and Management - Research article Open Access Logo

ORIENTATIONS OF PERSONAL VALUE AND CONSUMERS’ INFORMATION SEARCH BEHAVIOUR

Bao Hoai Phan 1, *
Trang Thi Mai Nguyen 2
  1. University of Technology, VNU- HCM
  2. University of Economics and Law, VNU-HCM
Correspondence to: Bao Hoai Phan, University of Technology, VNU- HCM. Email: pvphuc@hcmuns.edu.vn.
Volume & Issue: Vol. 13 No. 4 (2010) | Page No.: 23-32 | DOI: 10.32508/stdj.v13i4.2184
Published: 2010-12-30

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Copyright The Author(s) 2023. This article is published with open access by Vietnam National University, Ho Chi Minh city, Vietnam. This article is distributed under the terms of the Creative Commons Attribution License (CC-BY 4.0) which permits any use, distribution, and reproduction in any medium, provided the original author(s) and the source are credited. 

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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