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The Moderation Effect Of Social Factors On Marketing Factors In Consumer Research, Xiaochuang Wu, Helen Chen, Xiaohong Li
The Moderation Effect Of Social Factors On Marketing Factors In Consumer Research, Xiaochuang Wu, Helen Chen, Xiaohong Li
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Consumer research tends to isolate the impact of marketing and social factors. Little has been done to include both. This paper aimed to find out what would happen when these two sets of factors are included. Two models were built in this paper, Model I with the marketing factors only and Model II with both the marketing and social factors. Data was collected in Ireland among more than 1473 transition year students in a personal survey regarding their willingness to learn Chinese. Data were analysed by using structural equation modelling (SEM). Results showed the two social variables, acculturation and intergenerational …