Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude

Abstract

This study analyses how the smart shopping mechanism works in an international context. Academic attention to this topic is insufficient. Although scales for smart shopper feeling and smart shopper behavior have been developed separately, no previous research has studied the complete process. Using multi-group structural equation modelling, we validate a cross-cultural scale to demonstrate how this process has an influence on brand attitude in four western countries. The effect of smart shopping self-concept on national brand attitude compared to store brand attitude is higher in the Mediterranean countries (Italy and Spain) than in the US and Germany.