Christmas Gift Search Behaviors

Abstract

This study explores the underlying determinants of in-store information search for a Christmas clothing gift, focusing specifically on cross-cultural differences. A self-administered survey, containing personality, situational, demographic, and search behavior measures, was distributed to a sample of actual consumers residing in 3 countries: Canada, the United States, and the United Kingdom. Confirmatory factor analysis revealed 3 distinct and reliable in-store search behaviors (macro, micro, and salesclerk help); exploratory factor analyses revealed 23 independent factors (13 personality and 10 situational). Country sample differences were assessed using chi-square tests, ANOVAs, MANCOVAs, multiple regression analyses, and Chow tests. Cross-national differences were found with respect to the relationships/importance of the various search antecedents to in-store search behaviors. Other observed between-country differences and directions for future research are also discussed.

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