TY - JOUR
T1 - Customers’ savings rate and share of wallet
T2 - the moderating role of religion and ethnicity/immigrant generation vis-à-vis attitude as mediator
AU - Hamin, Hamin
AU - Tung, Rosalie L.
AU - Baumann, Chris
AU - Hoadley, Susan
PY - 2018/7/4
Y1 - 2018/7/4
N2 - This study explores the role of attitude toward money, religion and ethnicity in the relationship between income and consumer behavior. The three-country (Australia, Canada and China) study sampled 755 consumers and uses structural equation modeling and multivariate analysis to test for mediating effects of attitude toward money and moderating effects of religion and ethnicity/immigrant generation. Religion is found to be a moderating variable for savings rate and share of wallet, while ethnicity/immigrant generation only moderates the association between income and savings rate. We also demonstrate the interaction effects of religion and ethnicity/immigrant generation with income as determinants of savings rate and share of wallet. This research provides the foundation for modeling savings rate and share of wallet, incorporating attitude, religion, and ethnicity/immigrant generation, as well as income, demonstrating the need to include other factors (i.e. demographic factors in addition to attitudinal/satisfaction measures) to better identify, understand and strategically target consumer segments with potential for profitability and growth.
AB - This study explores the role of attitude toward money, religion and ethnicity in the relationship between income and consumer behavior. The three-country (Australia, Canada and China) study sampled 755 consumers and uses structural equation modeling and multivariate analysis to test for mediating effects of attitude toward money and moderating effects of religion and ethnicity/immigrant generation. Religion is found to be a moderating variable for savings rate and share of wallet, while ethnicity/immigrant generation only moderates the association between income and savings rate. We also demonstrate the interaction effects of religion and ethnicity/immigrant generation with income as determinants of savings rate and share of wallet. This research provides the foundation for modeling savings rate and share of wallet, incorporating attitude, religion, and ethnicity/immigrant generation, as well as income, demonstrating the need to include other factors (i.e. demographic factors in addition to attitudinal/satisfaction measures) to better identify, understand and strategically target consumer segments with potential for profitability and growth.
KW - Customer loyalty
KW - ethnicity
KW - intra-national diversity
KW - mediation/moderation
KW - religion
KW - savings rate
KW - share of wallet
UR - http://www.scopus.com/inward/record.url?scp=84997051904&partnerID=8YFLogxK
U2 - 10.1080/0965254X.2016.1258002
DO - 10.1080/0965254X.2016.1258002
M3 - Article
AN - SCOPUS:84997051904
SN - 0965-254X
VL - 26
SP - 400
EP - 416
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
IS - 5
ER -