A cross cultural examination of 'off-price' fashion shopping

Purpose: The 'off-price' retailing concept is defined as the presentation of limited inventories of products in a 'disorganised' retail environment which provides an extra level of 'challenge' to the shopping experience. Research has identified 'off-price' shoppers as those who approach this challenging experience in a purposeful, task-driven way. This current research contributes new knowledge by testing the impact of antecedents (i.e., involvement) on the 'off-price' shopper experience and the moderating role of national culture across two distinct cultural groups.

Design/methodology/approach: Data were collected via a self-completed, anonymous, online survey provided to a sample of Australian (n=355) and Chinese (n=400) shoppers who were identified as regularly shopping for fashion in 'off-price' retail stores.

Findings: It was found that the consumer's level of involvement positively impacted their 'off-price' shopping experience in terms of effort/mastery and pride However, in contrast to current knowledge of East-Asian and Western cultural variances, limited moderation effects were identified. All national cultural dimensions interacted with product involvement in influencing consumer pride. While product involvement decreased with pride in higher individualism, uncertainty avoidance, long-term orientation and indulgence cultures, these reversed in cultures with a lower score in these four dimensions.

Originality: This new research extends knowledge of 'off-price' shopper behaviour by testing the levels of involvement and experience across two distinctly different cultures - East Asian and Western - and challenges existing knowledge of cultural variances. Further, the work extends the use of achievement goal theory as an approach to delineate these consumers from other cohorts.